Micael Dahlén’s homepage

Micael Dahlén is Professor of marketing and consumer behavior at the Stockholm School of Economics. In Swedish press, with regard to the release of this latest book, the author was often introduced as: “The marketing guru of Stockholm School of Economics”. Dahlén is a rising star in the academic field and has published a great number of articles in academic journals on the subjects of branding, advertising, PR and media.

Professor Dahlén has previously published four books. The “Kotler-like” university textbook “Brands and Marketing Communication” will be launched globally by Wiley in 2008.

His latest book “Boxen – kreativitet som skapar bättre affärer” was released in Sweden in 2006. An edition in English will be released by Wiley in late 2008 or early 2009. The working title in English is “Creativity (Un) Limited: Thinking Inside the Box for Business Innovation.”

Micael Dahlén is also a frequently hired lecturer and consultant in companies and schools.

For inquiries, contact: speakers@volante.se

Selected Publications

Journal articles

Dahlén, M. (2005), “The Medium as a Contextual Cue: Effects of Creative Media Choice”, Journal of Advertising, Vol. 34 No. 3, 89-98

Dahlén, M. (2005), “Returning to the Web Site: An Empirical Study of Advertising Effectiveness and Web Visitor Experience”, International Journal of Internet Marketing and Advertising, Vol. 2 No. 4, 307-230

Rosengren, S. and Dahlén, M. (2006), “Brand-Slogan Matching in a Cluttered Environment”, Journal of Marketing Communications, Vol. 12, No. 4, 263–279

Rosengren, S. and Dahlén, M. (2006), “What’s In a Name? Brand Heritage and Opinion Strength”, Advertising Express, Vol. 6 No. 1, 7-12

Dahlén, M., Lange, F., Törn, F., and Sjödin (2005), “Effects of Ad-Brand Incongruency”, Journal of Current Issues and Research in Advertising, Vol. 27 No. 2, 1-12

Dahlén, M., and Lange, F. (2005), “Advertising Weak and Strong Brands: Who Gains?”, Psychology & Marketing, Vol. 22 No. 6, 473-488

Dahlén, M. and Rosengren, S. (2005), “Brands Affect Slogans Affect Brands? Brand Equity, Competitive Interference, and the Brand-Slogan Link”, Journal of Brand Management, Vol. 12 No. 3, 151-164

Dahlén, M. and Rosengren, S. (2005), “Advertising Strategy: Advertising Redefined?”, Advertising Express, Vol. 5 No. 1, 19-25

Dahlén, M. and Lange, F. (2004), “To Challenge or Not to Challenge: Ad-Brand Incongruency and Brand Familiarity”, Journal of Marketing Theory and Practice, Vol. 12 No. 3, 20-35

Dahlén, M. and Nordfält, J. (2004), “Interference Effects From a Purchase on Subsequent Advertising within the Product Category”, Journal of Current Issues and Research in Advertising, Vol. 26 No. 1, 1-8

Dahlén, M., Murray, M., and Nordenstam, S. (2004), “An Empirical Study of the Perception of Implicit Meanings in Web Ads vs. Print Ads”, Journal of Marketing Communications, Vol. 10 No. 1, 35-47

Dahlén, M., Rasch, A. and Rosengren, S. (2003), “Love at First Site? A Web Site Advertising Effectiveness Study”, Journal of Advertising Research, Vol. 43 No. 1, 25-33

Lange, F. and Dahlén, M. (2003), “Let’s Be Strange: Brand Familiarity and Ad-Brand Incongruency”, Journal of Product and Brand Management, Vol. 12 No. 7, 449-461

Dahlén, M. and Lange, F. (2002), “Real Consumers in the Virtual Store”, Scandinavian Journal of Management, Vol. 18, No. 3, 341-363

Dahlén, M. (2002), “Thinking and Feeling on the Web: The Impact of Product Type and Time in Web Advertising Effectiveness”, Journal of Marketing Communications, Vol. 8, No. 2, 115-125

Dahlén, M. (2002), “Learning the Web: Internet User Experience and Response to Web Marketing in Sweden”, Journal of Interactive Advertising, Vol. 3, No. 1

Dahlén, M. (2001), “Banner Ads Through a New Lens”, Journal of Advertising Research, Vol. 41 No. 4, 23-30

Dahlén M. and Bergendahl, J. (2001), “Informing and Transforming on the Web: An Empirical Study of Response to Banner Ads for Functional and Expressive Products”, International Journal of Advertising, Vol. 20, No. 2, 189-205

Dahlén, M. and Lange, F. (2000), “Missed Opportunities in the Virtual Store”, European Business Forum, Vol. 1, No. 2, 42-46

Dahlén, M., Ekborn, Y., and Mörner, N. (2000), “To Click or Not to Click: An Empirical Study of Response to Banner Ads for High and Low Involvement Products”, Consumption, Markets & Culture, Vol. 4 No. 1, 57-76

In review

Dahlén, M., “Think About It: Creative Media Choice and Brand Strength”, Journal of Advertising

Dahlén, M., Rosengren, S., Törn, F., and Öhman, N., “Could Placing Ads Wrong Be Right? The Case for Thematic Incongruence”, Journal of Advertising

Dahlén, M. and Edenius, M., “When is Advertising Advertising? Exploring the Effects of Context and Distinction”, Journal of Current Issues and Research in Advertising