Karina T. Liljedal
Stockholm School of Economics
Treatment and control groupsStalemateSocial environmentAdvertisingEmpirical researchProduct (category theory)Consumption (economics)AttributionSociologyBusinessMathematics educationBrand awarenessReference groupPsychologyHealth careMarketingSchema (psychology)Bridging (networking)ReactanceCustomer satisfactionNew product developmentPerspective (graphical)EmpowermentBrand equityConsumer behaviourPerceptionValue (ethics)Chronic careOriginalityStereotypeBrand alliancesQuality (business)HappeningContext (language use)CredibilityService (business)UnobservableCo-creationTarget audienceGender roleUndergraduate educationSocial effectsPreferential treatmentMarketing communicationEducational approachSoft drinkPerceived justiceExperiential learningComputer scienceTrack (rail transport)Online advertisingSocial mediaNative advertisingBrand managementBrand extensionSocial psychologyTeaching method
Publications 12
#1Nina ÅkestamH-Index: 4
#2Sara RosengrenH-Index: 18
Last. Hanna BergH-Index: 4
view all 5 authors...
This paper aims to investigate cross-gender effects of gender stereotypes in advertising. More specifically, it proposes that the negative effects found in studies of women’s reactions to stereotyped female portrayals should hold across gender portrayal and target audience gender.,In two experimental studies, the effects of stereotyped portrayals (vs non-stereotyped portrayals) across gender are compared.,The results show that advertising portrayals of women and men have a presumed negative infl...
#1Magnus Söderlund (HHS: Stockholm School of Economics)H-Index: 20
#2Hanna Berg (HHS: Stockholm School of Economics)H-Index: 4
Last. Karina T. Liljedal (HHS: Stockholm School of Economics)H-Index: 5
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Consumer behavior research deals with consumers’ acquisition, use, and disposition of products. All of these consumer activities, however, have not been studied to the same extent. And we do yet not have good theories for everything covered by these activities. At the same time, consumers are increasingly in focus for many firms. Much more research is thus needed. And much research is indeed carried out –so much that it is impossible for a single individual to know what goes on. So, what exactly...
Co-creating consumers are often featured prominently in marketing communications for new co-created products. Previous research has only investigated the responses of non-participating consumers by describing co-creating consumers in text. This paper aims to examine consumer responses to combinations of text descriptions and pictures of co-creating consumers.,An experimental study used a reference group perspective to explain non-participating consumer responses to communications about co-creati...
#1Karina T. Liljedal (HHS: Stockholm School of Economics)H-Index: 5
#2Hanna Berg (HHS: Stockholm School of Economics)H-Index: 4
Last. Micael Dahlén (HHS: Stockholm School of Economics)H-Index: 25
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ABSTRACT Stereotyped occupational gender-role portrayals still are used frequently in advertising. Despite this, no previous research has examined their effects. Tentative findings from the advertising industry and some recent research suggest that other types of nonstereotyped gender-role portrayals in advertising can have a number of positive effects. This article corroborates these findings in three empirical studies that demonstrate the positive brand-related and social effects of nonstereot...
1 CitationsSource
#1Miranda Schüler (HHS: Stockholm School of Economics)H-Index: 1
#2Michelle Fee Maier (HHS: Stockholm School of Economics)H-Index: 1
Last. Karina T. Liljedal (HHS: Stockholm School of Economics)H-Index: 5
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ABSTRACTThe rise of e-commerce has caused a dramatic shift in consumer behaviour, putting pressure on physical stores to offer a more personalised and service-oriented offering. This paper investig...
2 CitationsSource
#1Karina T. Liljedal (HHS: Stockholm School of Economics)H-Index: 5
#2Micael Dahlén (HHS: Stockholm School of Economics)H-Index: 25
In this paper, we investigate how consumers react to information that the brand has involved other consumers in the development of its new product. More specifically, we investigate how the participation of other consumers in either the ideation, where consumers come up with product ideas, or selection, where consumers select which out of many products the brand should produce and market, impacts on consumers' evaluations of the product and perceptions of the brand. Drawing from the literatures ...
4 CitationsSource
#1Fredrik Lange (HHS: Stockholm School of Economics)H-Index: 10
#2Sara Rosengren (HHS: Stockholm School of Economics)H-Index: 18
Last. Karina T. Liljedal (HHS: Stockholm School of Economics)H-Index: 5
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In this article, we present an educational approach that bridges theory and practice: an applied retail track. The track has been co-created by faculty and 10 partnering retail companies and runs i...
3 CitationsSource
Purpose This paper aims to assess the impact of perceived effort related to packaging on overall product evaluations. Perceived effort, defined as the consumer’s perceptions of how much manufacturer effort that lies behind an offer, is assumed to contribute to evaluations by signaling unobservable characteristics of an offer. Design/methodology/approach Three between-subjects experiments were conducted with soft drink bottles, which were subject to variation in perceived effort. Findings The res...
7 CitationsSource
#1Anna EssénH-Index: 12
#2Sara VärlanderH-Index: 9
Last. Karina T. LiljedalH-Index: 5
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Purpose Many scholars have urged firms to empower consumers to become co-producers, arguing that this empowerment leads to a win-win situation that benefits consumers and providers alike. However, critical voices have emphasised that co-production is a way to exploit rather than empower consumers and hence represents a win–lose idea that benefits providers only. Regrettably, these polarised positions remain disconnected and lack empirical investigation. The aim of the present study is to move th...
13 CitationsSource