Advanced

Consumer advertising as a signal of employer attractiveness

Rosengren, Sara and Bondesson, Niklas LU (2014) In International Journal of Advertising 33(2). p.253-269
Abstract
This paper deals with the extended audience of advertising. More specifically, it examines how consumer advertising influences the attractiveness of a corporate brand as a potential employer. The results from two experimental studies show that creative advertising signals brand ability, and enhances perceptions of development (Study 1 and 2) and reputation value (Study 2) offered by the brand to employees. Mediation analysis shows that this, in turn, has a positive impact on the overall attractiveness of the brand as an employer. The findings contribute to the growing literature on different stakeholder reactions to consumer advertising and offer a broader picture of how advertising contributes to firm performance, beyond influencing... (More)
This paper deals with the extended audience of advertising. More specifically, it examines how consumer advertising influences the attractiveness of a corporate brand as a potential employer. The results from two experimental studies show that creative advertising signals brand ability, and enhances perceptions of development (Study 1 and 2) and reputation value (Study 2) offered by the brand to employees. Mediation analysis shows that this, in turn, has a positive impact on the overall attractiveness of the brand as an employer. The findings contribute to the growing literature on different stakeholder reactions to consumer advertising and offer a broader picture of how advertising contributes to firm performance, beyond influencing consumers. (Less)
Please use this url to cite or link to this publication:
author
organization
publishing date
type
Contribution to journal
publication status
published
subject
in
International Journal of Advertising
volume
33
issue
2
pages
253 - 269
publisher
The Advertising Association
external identifiers
  • wos:000336702200004
  • scopus:84901751004
ISSN
0265-0487
DOI
10.2501/IJA-33-2-253-269
language
English
LU publication?
yes
id
51d14ea9-cd23-4761-ad61-a797033ab1f4 (old id 4558608)
date added to LUP
2014-07-17 12:27:40
date last changed
2017-10-22 04:01:07
@article{51d14ea9-cd23-4761-ad61-a797033ab1f4,
  abstract     = {This paper deals with the extended audience of advertising. More specifically, it examines how consumer advertising influences the attractiveness of a corporate brand as a potential employer. The results from two experimental studies show that creative advertising signals brand ability, and enhances perceptions of development (Study 1 and 2) and reputation value (Study 2) offered by the brand to employees. Mediation analysis shows that this, in turn, has a positive impact on the overall attractiveness of the brand as an employer. The findings contribute to the growing literature on different stakeholder reactions to consumer advertising and offer a broader picture of how advertising contributes to firm performance, beyond influencing consumers.},
  author       = {Rosengren, Sara and Bondesson, Niklas},
  issn         = {0265-0487},
  language     = {eng},
  number       = {2},
  pages        = {253--269},
  publisher    = {The Advertising Association},
  series       = {International Journal of Advertising},
  title        = {Consumer advertising as a signal of employer attractiveness},
  url          = {http://dx.doi.org/10.2501/IJA-33-2-253-269},
  volume       = {33},
  year         = {2014},
}