SSE researchers recognized in prestigious Journal of Advertising Best Article Award 2015
Sara Rosengren’s and Micael Dahlén’s article "Exploring Advertising Equity: How a Brand's Past Advertising May Affect Consumer Willingness to Approach Its Future Ads” has been awarded as one of the top three articles in 2015 by world-leading academic journal Journal of Advertising
Advertising equity is a novel concept in the marketing literature. It captures the value of advertising in and of itself, much in the same way as the value of a brand is captured by brand equity and the value of satisfied customers in customer equity. Advertising equity provides marketing academics and practitioners with an updated measure of the success of their marketing communications.
- We are happy and proud for this award, says Sara Rosengren. It proves that advertising equity is a useful means to better understand contemporary marketing communications.
Sara Rosengren and Micael Dahlen are currently working on several projects related to advertising equity. Many of them are conducted in collaboration with Swedish advertisers and advertising agencies. In fact, these collaborations have been key in developing this research.
- The fact that researchers from SSE introduced advertising equity to the marketing literature can be credited to our emphasis on connecting rigorous research with practical application, says Sara Rosengren. Our work on advertising equity is an example of the type of knowledge creation that the SSE model enables.
Sara Rosengren and Micael Dahlen have also been invited to come up with a new definition for advertising to be published in the Journal of Advertising later this year.