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Consumer advertising as a signal of employer attractiveness
School of Economics, Sweden.
Lund University, Sweden.
2014 (English)In: International Journal of Advertising, ISSN 0265-0487, E-ISSN 1759-3948, Vol. 33, no 2, 253-269 p.Article in journal (Refereed) Published
Abstract [en]

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.

Place, publisher, year, edition, pages
2014. Vol. 33, no 2, 253-269 p.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:su:diva-120226DOI: 10.2501/IJA-33-2-253-269OAI: oai:DiVA.org:su-120226DiVA: diva2:850927
Available from: 2015-09-02 Created: 2015-09-02 Last updated: 2017-12-04Bibliographically approved

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