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Can advertising creativity affect product perceptions and retailer evaluations?

Erik Modig (Department of Marketing and Strategy, Stockholm School of Economics, Stockholm, Sweden)
Sara Rosengren (Department of Marketing and Strategy, Stockholm School of Economics, Stockholm, Sweden)

Journal of Product & Brand Management

ISSN: 1061-0421

Article publication date: 9 September 2014

Abstract

Purpose

This paper aims to investigate the impact of advertising creativity on consumer perceptions of product quality, value, retailer brand attitude and purchase intention.

Design/methodology/approach

Two experimental studies were conducted. Study 1 shows the impact of creativity (high/low) for two product categories (mineral water and chewing gum) and one known retailer. The findings are replicated and extended in Study 2 for four categories (mineral water, chewing gum, batteries and detergent) and two known retailers.

Findings

The results show that advertising creativity positively signals perceived product quality, which increases perceived value. These effects fully mediate a positive impact on retailer brand attitude and purchase intentions. The positive effect of advertising creativity on perceived product quality is mediated by perceived advertisement effort.

Practical implications

This study introduces advertising creativity as a way for retailers to increase perceived product quality and value. The results show that advertising creativity increases perceived effort on behalf of the sender, which positively influences purchase intentions.

Originality/value

The current study shows that advertising creativity can work as a signal of product quality, which has positive effects for retailers.

Keywords

Acknowledgements

The authors would like to acknowledge the generous financial support provided by Torsten and Ragnar Söderberg Foundation and Jan Wallander’s and Tom Hedelius’s foundation that made this research possible and to Sara Lindau and Mattia Tosti who contributed data to Study 1 while working on their master thesis.

Citation

Modig, E. and Rosengren, S. (2014), "Can advertising creativity affect product perceptions and retailer evaluations?", Journal of Product & Brand Management, Vol. 23 No. 6, pp. 452-461. https://doi.org/10.1108/JPBM-06-2014-0651

Publisher

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Emerald Group Publishing Limited

Copyright © 2014, Emerald Group Publishing Limited