John Karsberg

John Karsberg
Stockholm School of Economics · Department of Business Administration

Master of Business Administration

About

10
Publications
1,015
Reads
How we measure 'reads'
A 'read' is counted each time someone views a publication summary (such as the title, abstract, and list of authors), clicks on a figure, or views or downloads the full-text. Learn more
47
Citations
Introduction
I am a PhD Candidate and Lecturer in Consumer Marketing at the Stockholm School of Economics, Sweden. In my research I am extending the current view of marketing communications and advertising and show how the context of the brand and ad and the context of the advertisement audience has important implications for the effectiveness of advertising. I have a solid international retail background and am passionate about growing businesses by new ideas and by understanding the consumer.
Additional affiliations
August 2014 - present
Stockholm School of Economics
Position
  • PhD Student
Education
August 1997 - June 2002
Stockholm School of Economics
Field of study
  • Business Administration

Publications

Publications (10)
Article
Full-text available
This research highlights the importance of retailer-consumer identity congruence – the match between the retail brand identity and the consumers’ identity. Retailers can leverage identity congruence to forge meaningful consumer-brand relationships which will result in enhanced engagement, brand loyalty, and willingness to pay. The paper discusses h...
Article
Advertiser effort signals brand ability and commitment, which leads to beneficial effects on consumers. This research tested whether effort (in terms of expense or creativity) yields similar effects in business-to-business, recruitment, and investor contexts. The results of four studies indicate that this may be the case, suggesting that advertiser...
Article
Purpose: The studies presented here 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: Three...
Conference Paper
As advertising is increasingly consumed in motion, this paper investigates the effects of physical activity on advertising effectiveness. In this paper we build on grounded cognition (the body is involved in cognitive tasks) and excitation transfer to show that physical activity (before versus after exercise) has positive effects on the attitudes a...
Article
Time and size are no longer fundamental to brand leverage. Nor is a brand’s reputation and past performance. Consumer behavior is changing rapidly as a result of the technological and economic progress of recent years, which significantly changes the playing field for brands. With the exploding number of options that is now available, consumers foc...
Chapter
In this chapter (in Swedish) I ask the question if advertising has effects also on other stakeholders than consumers. Based on prior research and my own ideas and research I argue that advertising aimed at consumers can indeed affect for example investors and employees. Advertising can send signals of for example cognitive effort that is spilling o...
Conference Paper
This paper builds on the third-person effect (TPE) to test whether consumers expect that advertising will attract "others" that are less smart and sophisticated than them, and thus react negatively to information that a brand advertises. Testing this notion in an experiment, we find that information about a brands’ intentions to advertise indeed ha...
Article
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/ap...

Network

Cited By