Abstract
This paper sets out to understand what drives employee perceptions of advertising effectiveness. More specifically, it explores the drivers of perceived advertising effectiveness of consumer advertising among employees at a large retailer.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
References
Bondesson, N. and Rosengren, S (2014), Exploring the Casual Relationship Between Consumer Advertising and Organizational Identification, International Conference in Research in Advertising (ICORIA), Amsterdam, Netherlands.
Brown, S.P. and Stayman, D.M. (1992), Antecedents and Consequences of Attitude Toward the Ad: A Meta-analysis, Journal of Consumer Research, 19(1), 34–51.
Celsi, W. M., and Gilly, M. C. (2010), Employees as internal audience: how advertising affects employees’ customer focus. Journal of the Academy of Marketing Science, 38(4), 520–529.
Dahlen, M., Rosengren, S., and Smit, E. (2014), Why the Marketer’s View Matters As Much as the Message, Journal of Advertising Research, 54(3), 304–312.
Dahlén, M., Rosengren, S., and Törn, F (2008), Advertising Creativity Matters, Journal of Advertising Research. 48(3), 392–403.
Dutton, J.E., Dukerich, J.M., & Harquail, C.V. (1994). Organizational Images and Member Identification. Administrative Science Quarterly, 39(2), 239.
Festinger, L. (1954), “A Theory of Social Comparison Processes,” in: Human Relations, Vol. 7, No. 1, 117–140.
Friedman, B. A. (2009). Human Resource Management Role Implications for Corporate Reputation. Corporate Reputation Review, 12(3), 229–244.
Gilly, M. C., and Wolfinbarger, M. (1998). Advertising's internal audience. Journal of Marketing, 62(1), 69.
Haley, R.I. and Baldinger, A.L. (2000), The ARF Copy Research Validity Project, Journal of Advertising Research, 31(2), 11–32.
Hughes, D. E. (2013). This ad’s for you: the indirect effect of advertising perceptions on salesperson effort and performance. Journal of the Academy of Marketing Science, 41(1), 1–18.
Joshi, A. and Hanssens, D.M. (2007), The Direct and Indirect Effects of Advertising Spending on Firm Value, Journal of Marketing, 74 (1), 20–33.
MacKenzie, S.B. and Lutz, R.J. (1989), An Empirical Investigation of the Structural Antecedents of Attitude Toward the Ad in an Advertising Pretesting Context, Journal of Marketing, 53(2), 48–65.
Modig, E., Dahlén, M., and Colliander, J. (2014), Consumer-perceived signals of 'creative' versus 'efficient' advertising, International Journal of Advertising, 33 (1), 137–154.
O'Sullivan, D., & Abela, A. V. (2007). Marketing performance measurement ability and firm performance. Journal of Marketing, 71, 79–93.
Riketta, M. (2005). Organizational identification: A meta-analysis. Journal of Vocational Behavior, 66(2), 358–384.
Rosengren, S., and Bondesson, N. (2014). Consumer advertising as a signal of employer attractiveness. International Journal of Advertising, 33(2), 253–269.
Rosengren, S. and Dahlén, M. (2012), Creative Media Choice as a Marketing Signal, in: Advances in Advertising Research (Vol. III): Current Insights and Future Trends, Eds. Langner, T., Okazaki, S., and Eisend, M. Springer Verlag.
Rosengren, S., Modig, E., and Dahlén, M. (2014), The value of ambient communication from a consumer perspective, Journal of Marketing Communications, DOI: 10.1080/13527266.2014.970825
Ross, L., Greene, D., & House, P. (1977). The “false consensus effect”: An egocentric bias in social perception and attribution processes. Journal of Experimental Social Psychology, 13(3), 279–301.
Srinivasan, S., Pauwels, K., Silva-Risso, J., and Hanssens, D. M. (2009), Product Innovations, Advertising, and Stock Returns, Journal of Marketing, 73(1), 24–43.
Srinivasan, R., Lilien, G.L., and Sridhar, Shrihari (2011), Should Firms Spend More on Research and Development and Advertising During Recessions?, Journal of Marketing, 75(3), 49–65.
Van Dick, R., Grojean, M. W., Christ, O., & Wieseke, J. (2006). Identity and the Extra Mile: Relationships between Organizational Identification and Organizational Citizenship Behaviour. British Journal of Management, 17(4), 283–301.
Wieseke, J., Ullrich, J., Christ, O., & Van Dick, R. (2007). Organizational identification as a determinant of customer orientation in service organizations. Marketing Letters, 18(4), 265–278.
Wolfinbarger, M. F., and Gilly, M. C. (2005). How Firm Advertising Affects Employees’ Trust, Organizational Identification, and Customer Focus. MSI Reports.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2016 Springer Fachmedien Wiesbaden
About this chapter
Cite this chapter
Bondesson, N., Rosengren, S. (2016). Understanding Employee Perceptions of Advertising Effectiveness. In: Verlegh, P., Voorveld, H., Eisend, M. (eds) Advances in Advertising Research (Vol. VI). European Advertising Academy. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-10558-7_17
Download citation
DOI: https://doi.org/10.1007/978-3-658-10558-7_17
Published:
Publisher Name: Springer Gabler, Wiesbaden
Print ISBN: 978-3-658-10557-0
Online ISBN: 978-3-658-10558-7
eBook Packages: Business and ManagementBusiness and Management (R0)