Micael Dahlén’s homepage

Micael Dahlén is Professor of marketing and consumer behavior at the Stockholm School of Economics and a very popular writer and speaker.  He became professor at the age of 34 and has won numerous awards for his research on the subjects of branding, advertising, PR and media and he frequently appears in the media all over the world.

Professor Dahlén’s books have been translated into several languages and have been on the bestseller lists in several countries. Among his earlier books you’ll find “Creativity (Un)Limited: Thinking Inside the Box for Business Innovation” (2006, english edition 2008) and the highly appreciated and talked about “Nextopia” (2008).

Dahlén is now writing his sixth book, which he revealed the theme for when he hosted the very popular swedish public radio show “Sommar” (“Summer”) July 15. The book, still lacking title, will address issues related to man’s dark features as a driving force for society. The book will be launched early 2011.

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