Fashionabla Upptäckter om Effekten av Reklamkreativitet

Sammanfattning: Advertising creativity is undoubtedly seen as one of the top elements for advertising effectiveness. Studies show that retailers seem to be more positively evaluated by the customers through advertising creativity, but research about the relationship between advertising creativity and retailers are still insufficient. This paper contributes to the research by exploring the effects of advertising creativity as a quality cue on retailers in the fashion industry. More specifically, we wanted to explore the possibility that advertising creativity could have a positive effect on perceived effort, ability, product quality, value, retailer brand attitude, purchase intention and fashionability. The aim of the study was additionally to see if there is any differences between premium and non-premium brands. The latter because of how existing quality cues may interact with each other. A main study taken by 427 respondents, divided into two sub-studies where conducted by a quantitive experiment to examine this. The first sub-study showed that advertising creativity might positively effect retailers in the fashion industry, but not in the customers retailer evaluation. It is also shown that no significant results are obtained from effects on premium vs. non-premium brands. Sub-study 2 show that it the effects could be drawn to be the same for fashion brands in a retail setting as well. From our findings, a discussion whether they depends on the fashion industry itself, is thereafter implemented. With implications from previous studies and a subsequent analysis, we found that the inherent creativity and the customer's expertise may be the answer to our contradicting results.