Change search
ReferencesLink to record
Permanent link

Direct link
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, 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
URN: urn:nbn:se:su:diva-120226DOI: 10.2501/IJA-33-2-253-269OAI: diva2:850927
Available from: 2015-09-02 Created: 2015-09-02 Last updated: 2015-09-04Bibliographically approved

Open Access in DiVA

No full text

Other links

Publisher's full text

Search in DiVA

By author/editor
Bondesson, Niklas
In the same journal
International Journal of Advertising
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Altmetric score

Total: 159 hits
ReferencesLink to record
Permanent link

Direct link