Lars Olsen

Magma forskning og viten 21(8) p. 79-88

Et viktig mål i merkeledelse er å posisjonere merket med relevante og unike assosiasjoner i kundenes hukommelse. Styrken på merkeassosiasjonene – hvor nært en assosiasjon er koblet til merket i hukommelsen – er svært viktig i merkeledelse. Det er imidlertid en utfordring å finne gode metoder for å måle assosiasjonsstyrke. Forskning og eksisterende praksis i markedsanalyse tilbyr få forslag til hvordan man kan måle assosiasjonsstyrke på en korrekt praktisk og teoretisk måte. Denne artikkelen tilbyr en løsning på dette problemet og foreslår måling av reaksjonstid basert på en trestegs analyseprosedyre. Metoden er basert på faktisk kognitiv tilgjengelighet av assosiasjoner i kundenes hukommelse, og hvordan denne tilgjengeligheten slår ut på individuelle reaksjonstider. Konkret produserer denne metoden forskjeller i rapportert hastighet (i millisekunder) mellom assosiasjoner, der kortere reaksjonstider indikerer en sterkere merkeassosiasjon. To studier benyttes for å illustrere metoden. I den første studien testes selskapsassosiasjoner til en stor norsk merkevare som gjennom responstider får innsikt i hvilke assosiasjoner som er sterkest koblet til merket. I den andre studien illustreres metoden ved å teste en rekke ulike sjokolademerkers merkeposisjoner. Resultatene viser at Kvikk Lunsj har den sterkeste posisjonen blant de ulike sjokolademerkene målt i reaksjonstid. Sammenfattet gir disse to studiene gode eksempler på hvordan den foreslåtte metoden kan benyttes, analyseres og rapporteres i praksis.

At the Forefront, Looking Ahead: Research-Based Answers to Contemporary Uncertainties of Management p. 73-84 Doi: https://doi.org/10.18261/9788215031583-2018-06

Magma forskning og viten p. 12-14

Magma forskning og viten 19(8) p. 34-40

Advances in Consumer Research 44 p. 754-754

Magma forskning og viten p. 12-13

Advances in Consumer Research 44

Marketing letters 26(4) p. 619-629 Doi: https://doi.org/10.1007/s11002-014-9297-y

Regional merkevarebygging p. 79-95

Internasjonal markedsføring og relasjonsledelse p. 219-236

Advances in Consumer Research

Journal of Business Research 67(8) p. 1589-1594 Doi: https://doi.org/10.1016/j.jbusres.2013.10.002

Psychology & Marketing 31(12) p. 1064-1073 Doi: https://doi.org/10.1002/mar.20753

European Journal of Marketing 46(9) p. 1108-1126 Doi: https://doi.org/10.1108/03090561211247874

International Journal of Quality and Service Sciences 4(3) p. 270-282 Doi: https://doi.org/10.1108/17566691211269585

Beta – Scandinavian Journal of Business Research 26(2) p. 131-146

Journal of Brand Management 19(8) p. 702-711 Doi: https://doi.org/10.1057/bm.2012.4

Brand placements have become popular as an alternative brand communication tool for many companies. Previous research on brand placements has mainly considered the communication effects of brands placed in television programmes, films and computer games. To our knowledge, only one recently published article has looked into brand placements in narrative fiction. Hence, the current article is among the first papers to study the effects of brand placements in narrative fiction, and among the first papers to investigate consumers’ attitudes towards such placements. The basic proposition is that brand prominence (high plot integration versus low plot integration) is positively related to favourable attitudes towards the brand. Additionally, we propose that plot integration interacts with reader involvement in the text, thereby increasing the importance of visible and dominant brands placed in the text for high-involvement consumers. An experiment manipulating plot integration and reader involvement supports our proposed main and interaction effects.

European Journal of Marketing 46(1-2) p. 177-191 Doi: https://doi.org/10.1108/03090561211189293

Journal of Brand Management 18(9) p. 639-649 Doi: https://doi.org/10.1057/bm.2011.30

Magma forskning og viten 14(4) p. 62-68

Journal of Advertising 39(2) p. 65-78 Doi: https://doi.org/10.2753/JOA0091-3367390205

Advertisers face several message options when they position a new brand in well-established categories. Functional benefit claims versus experiential claims represent two options. Functional claims focus on tangible attributes and benefits, whereas experiential claims focus on promises of experiences the consumer should expect from the new brand. In this paper, we present the results from two experiments testing the persuasiveness of ads promising experience versus the persuasiveness of ads promising functional benefits of a new entrant. In the first experiment, we found that involvement moderates the effect of claim type on attitude toward a new category entrant in retail banking. This finding was replicated and extended in a second experiment using ski resorts as the context. Our findings suggest that functional benefit claims outperform experiential claims in high-involvement situations and that the strength of message arguments can be just as important as the framing choice. The research also shows that the two advertising claim types elicit different cognitive responses: functional claims trigger mostly semantic memory, whereas experiential claims trigger more episodic memories.

Leksjoner i markedsvitenskap p. 190-213

EMAC Annual Conference proceedings

Brand extensions are attractive to companies because they provide an opportunity to take advantage of existing brand names when entering into new product categories. However, at times brand managers identify growth categories beyond the reach of their brands. In these cases, the current literature recommends introducing a new brand name, even though it is acknowledged that this strategy carries substantial financial risk. This paper proposes an alternative approach, and introduces the conceptual idea that brands may be stretched farther using a series of intervening brand extension – sequential extensions – bridging the gap between the parent brand and the target category. Keywords: brand extension, sequential extensions, associative networks

Magma forskning og viten 13(1) p. 55-62

Advances in Consumer Research 35 p. 871-872

Beta – Scandinavian Journal of Business Research 1 p. 40-53

Magma forskning og viten 10(2) p. 64-76

Magma forskning og viten 8(Årg. 8, nr 5) p. 98-110

Magma forskning og viten 5/6(7) p. 37-46

SNF Bulletin 16(3) p. 15-18

Magma forskning og viten 7(5/6) p. 24-36

p. 55-55

p. 55-55

Kampanje

BI Business Review

kampanje.com

BI Business Review

49th EMAC Annual Conference

15th Global Brand Conference 2020

BI Business Review

BI Business Review

kampanje.com

14th Global Brand Conference

BI Business Review

Forskning.no

BI Business Review

Kampanje - MF dagen

EMAC

Brand association strength – how closely a brand association is connected to the brand in consumer memory – is of vital importance in brand management. However, finding practical methods in measuring association strength is a problem for many companies. Previous research offers few suggestions on how to measure association strength based on a theoretically and conceptually consistent approach. Traditionally brand association strength is measured in qualitative research, but these results can be very misleading. To tackle this problem, the current paper suggests using response time latencies combined with a three-step analysis procedure to measure strength. This quantitative method is based on the consumer’s actual cognitive accessibility of brand associations, offers more theoretically valid results and is easy to use for brand managers. Two studies are reported to illustrate the methodology and show how brand association strength could be measured, analyzed and reported.

Den Store Retaildagen

kampanje.com

kampanje.com

Fagbokforlaget

MF- dagen

Egmonts Helsedag

Fredrikstadkonferansen 2016

kampanje.com

Cappelen Damm Akademisk

Fagdag: merkevareledelse og omdømme

Kampanjeskolen

EMAC

kampanje.com

Aktiv livsstil

Starcom - intern dag

Starcom - intern seminar

18th Academy of Marketing Science World Marketing Congress

Academy of Marketing’s 10th Global Brand Conference,

Mediacoms kundedag

Markedsføringsforeningen i Kristiansand

44th EMAC Conference

VG : Verdens gang p. 24-24

kampanje.com

Kvinneseminaret

43rd EMAC Conference Proceedings

Kampanje

Kampanje

AMA Winter Marketing Educators' Conference

ACR NA Conference

North American ACR Conference

Johan Arndts Markedsføringskonferanse

Johan Arndts Markedsføringskonferanse

42nd EMAC Conference Proceedings

Kjedemagasinet

Johan Arndts Markedsføringskonferanse

kampanje.com

Kampanje

EMAC 41th Annual Conference

Kampanje

Kampanje

Kampanje

EMAC 41th Annual Conference

BI Marketing Magazine

BI Marketing Magazine

Johan Arndts Markedsføringskonferanse

ANFOs Nyhetsbrev

Kampanje

Kampanje

Kampanje

Kampanje

Kampanje

Dagens næringsliv

Dagens næringsliv

Dagens næringsliv

Dagens næringsliv

Dagens næringsliv

Kampanje

Cappelen Damm Akademisk

Johan Arndts Markedsføringskonferanse

Kampanje

39th EMAC Conference : the six senses : the essentials of marketing

Brand extensions are attractive to companies because they provide an opportunity to take advantage of existing brand names when entering into new product categories. However, at times brand managers identify growth categories beyond the reach of their brands. In these cases, the current literature recommends introducing a new brand name, even though it is acknowledged that this strategy carries substantial financial risk. This paper proposes an alternative approach, and introduces the conceptual idea that brands may be stretched farther using a series of intervening brand extension – sequential extensions – bridging the gap between the parent brand and the target category. Keywords: brand extension, sequential extensions, associative networks

Johan Arndts Markedsføringskonferanse

VG : Verdens gang

Kampanje

World Marketing Congress

AMS World Marketing Congress

Dagens næringsliv

Dagbladet

Dagens næringsliv

Dagens næringsliv

Johan Arndts Markedsføringskonferanse

BI Magasinet

Thought Leaders International Conference on Brand Management

Cappelen Damm Akademisk

Lærebok i Merkevareldelse - spesielt tilpasset norske studenter på Bachelornivå og profesjonsmarkedet. Utstrakt bruk av norske eksempler og norsk terminologi.

Johan Arndts Markedsføringskonferanse

Dagens næringsliv

Dagens næringsliv

Kampanje

Kampanje

Dagens næringsliv

Dagens næringsliv

Kampanje p. 51-53

SNF Bulletin

Kampanje

? p. 8-10