Consumer advertising as a signal of employer attractiveness
(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:
https://lup.lub.lu.se/record/4558608
- author
- Rosengren, Sara and Bondesson, Niklas LU
- organization
- publishing date
- 2014
- 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
- 2016-04-01 13:05:01
- date last changed
- 2022-03-21 08:28:07
@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}},
doi = {{10.2501/IJA-33-2-253-269}},
volume = {{33}},
year = {{2014}},
}