Karina Töndevold Liljedal

Karina Töndevold Liljedal
Stockholm School of Economics · Department of Business Administration

PhD

About

18
Publications
8,400
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105
Citations

Publications

Publications (18)
Article
Full-text available
This paper reports a theme‐based structured systematic literature review of the growing body of marketing research about elderly consumers. By synthesizing, explicating, and relating this research, the paper offers a structured view of the past and present state of the research field and integrates it into a theoretical framework. The literature re...
Article
Full-text available
Purpose 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. Design/methodology/approach In two experimental studies, th...
Article
Purpose 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-...
Article
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. Thi...
Article
Full-text available
The 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 investigates one strategy retailers might apply in this context: in-store consumer co-creation. Research has predominantly focused on online-based consumer co-creation i...
Article
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 in parallel with traditional courses during a 3-year bachelor’s degree program in retail management. The underlying pedagogical concept is to move retail...
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...
Thesis
Full-text available
This thesis explores both participating and non-participating consumer responses to consumer co-creation in new product and service development. Participating consumers can ideate and select new products or services that the brand can offer to the market. To date, research has predominantly focused on participating consumers. We know much less abou...
Article
Full-text available
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 p...
Article
Companies that develop new products by collaborating with consumers across online and social media channels often communicate about this form of product co-creation through advertising. The author of the current paper used a framework typically used for studying brand alliances to assess the effects of product co-creation advertising. Using a brand...
Article
Full-text available
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 prod...
Article
Full-text available
Purpose - This study examines reactions when customers in service encounters receive preferential treatment (i.e., something extra in relation to other customers). The examination is conducted in a social context that allows the customer to compare what he or she receives with what other customers receive. The main effect variables are perceived ju...
Chapter
Co-creation äger rum när ett företag och dess konsumenter samarbetar och tillsammans skapar något av värde. Med fokus på konsumentmarknadsföring kommer detta kapitel att presentera co-creation både som ett sätt för företag att ta fram nya produkter och tjänster, men också som en tjänsteinnovation i sig. Därigenom kommer också frågor kring vad co-cr...
Conference Paper
This study employs an experimental method to examine the effects of providing customers with preferential treatment in service encounters allowing for explicit customer-to-customer comparisons. The results indicate that preferential treatment is perceived as relatively unjust – both by those who receive it and those who do not receive it. These res...
Conference Paper
Full-text available
Engaging consumers in corporate new product development (NPD) is becoming increasingly popular and is used by a wide range of consumer brands. We add to the growing body of research in this field by exploring when, ideally, consumers should be involved in NPD. By combining research on brand schema, congruity and brand equity, we found support for o...
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...

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