Blar i Articles (SOL) på forfatter "Thorbjørnsen, Helge"

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    • A Taste Of "Nextopia" 

      Dahlen, Micael; Thorbjørnsen, Helge; Sjödin, Henrik (Journal article; Peer reviewed, 2011)
      This paper investigates consumer response to advertising for future, to-be-released products. Drawing on recent consumer psychology research on the optimism bias, positive uncertainty, and affective (mis-)forecasting, we ...

    • Brand extensions: brand concept congruency and feedback effects revisited 

      Thorbjørnsen, Helge (Journal article; Peer reviewed, 2005)
      Abstract Purpose – The aim of this research is to examine the effects of congruent and incongruent brand concept extensions on consumer attitudes towards the extended product and feedback effects on the parent ...

    • Building Brand Relationships Online: A Comparison of Two Interactive Applications 

      Thorbjørnsen, Helge; Supphellen, Magne; Nysveen, Herbjørn; Pedersen, Per Egil (Journal article; Peer reviewed, 2002)
      Due to its potential for interactive communication, the Internet is considered a promising tool for relationship marketing. In this study, two of the most common applications for interactive communication - personalized ...

    • Categorizing networked services The role of intrinsic-, user network- and complement network attributes 

      Thorbjørnsen, Helge; Pedersen, Per Egil; Nysveen, Herbjørn (Journal article; Peer reviewed, 2009)
      Purpose – This paper aims to investigate the properties and attributes of networked services and to propose a general categorization scheme for such services. Design/methodology/approach – Two separate studies were ...

    • Consumer brand relationships: an investigation of two alternative models 

      Breivik, Einar; Thorbjørnsen, Helge (Journal article; Peer reviewed, 2008)
      Many studies have proposed the use of the relationship metaphor to enhance the understanding of the relationship between consumers and brands. However, few studies have empirically tested consumer–brand relationship models. ...

    • Customer reactions to acquirer-dominant mergers and acquisitions 

      Thorbjørnsen, Helge; Dahlen, Micael (Journal article; Peer reviewed, 2011)
      This article investigates consumer reactions to acquirer-dominant mergers and acquisitions (M&As) from the perspective of the (smaller) target brand and explores how marketing actions can mitigate negative effects. The ...

    • Fusjoner og oppkjøp 

      Thorbjørnsen, Helge (Journal article; Peer reviewed, 2011)
      Forskning har vist at selskaper som fusjonerer, ofte ikke klarer å nå sine finansielle mål og gjerne gjør det dårligere enn konkurrentene i årene etter fusjonen. Mange forhold har vært undersøkt for å forsøke å forklare ...

    • Innovasjon i merkeopplevelser 

      Nysveen, Herbjørn; Pedersen, Per Egil; Skard, Siv E. Rosendahl; Thorbjørnsen, Helge (Journal article; Peer reviewed, 2012)
      I denne artikkelen presenterer vi et rammeverk for å forstå merkeopplevelsesdimensjoner og effekter av merkeopplevelser. Vi gir deretter en kort diskusjon av mulige forskjeller mellom produkter og tjenester og diskuterer ...

    • Intentions to use mobile services: Antecedents and cross-service comparisons 

      Nysveen, Herbjørn; Thorbjørnsen, Helge; Pedersen, Per Egil (Journal article; Peer reviewed, 2005)
      This article develops and tests a model to explain consumers’ intention to use mobile services. Through triangulating theories from the diverse fields of information systems research, uses and gratification research, and ...

    • Is Publicity Always Better than Advertising? The Role of Brand Reputation in Communicating Corporate Social Responsibility 

      Skard, Siv E. Rosendahl; Thorbjørnsen, Helge (Journal article; Peer reviewed, 2013)
      Previous studies on corporate social responsibility (CSR) communication suggest that firms’ social initiatives should be communicated through third-party, non-corporate sources because they are perceived as unbiased and ...

    • Positive uncertainty: the benefit of the doubt in advertising 

      Ketelaar, Paul; Van'T Riet, Jonathan; Thorbjørnsen, Helge; Buijzen, Moniek (Journal article; Peer reviewed, 2018)
      Positive uncertainty refers to uncertainty surrounding an anticipated positive outcome. It provides consumers with the opportunity to imagine and speculate on a product’s or experience’s potentially positive characteristics. ...

    • Samskaping og innovasjon 

      Nysveen, Herbjørn; Thorbjørnsen, Helge; Pedersen, Per Egil (Journal article; Peer reviewed, 2012)
      Formålet med denne artikkelen er å se på betydningen av samspillet mellom kunder og organisasjoner som kilde til innovasjon – samskaping. Vi tar først et tilbakeblikk på utviklingen av dette samspillet og presenterer ...

    • "This is who I am": Identity expressiveness and the theory of planned behavior 

      Thorbjørnsen, Helge; Pedersen, Per Egil; Nysveen, Herbjørn (Journal article; Peer reviewed, 2007)
      This paper explores the role of self-identity expressiveness and social identity expressiveness in the context of Multimedia Messaging (MMS) adoption. An extended version of the Theory of Planned Behavior (TPB) including ...