Lars Ingvar Bergkvist

Professor i markedsføring

Det samfunnsvitenskapelige fakultet
Norsk hotellhøgskole
EAL H-336
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Lars Bergkvist is a Professor of Marketing at the Norwegian School of Hotel Management at the University of Stavanger, Norway. Before joining NHS he held academic positions at Zayed University, UAE, Universiti Teknologi Brunei, the University of Nottingham Ningbo, China, Stockholm University, Sweden, the University of New South Wales (UNSW) Asia, Singapore, the University of Wollongong, Australia, and the Stockholm School of Economics, Sweden. He has also been a Visiting Professor at Yonsei Graduate School of Management, Korea, and the China Europe International Business School (CEIBS), China. In addition to his academic work, he has several years of experience working at media agencies and market research companies. His research interests include advertising, consumer behavior, brand management, and research methodology. He has published in journals such as the Journal of Marketing Research, the Journal of Advertising, Marketing Letters, the International Journal of Advertising, the Journal of Business Research, and the Journal of Brand Management. He is Associate Editor of the International Journal of Advertising.


Selected publications before 2022

Bergkvist, L., and M. Eisend (2021). “The Dynamic Nature of Marketing Constructs.” Journal of the Academy of Marketing Science, 49, 521 - 541.

Bergkvist, L. (2021). “Measure Proliferation in Advertising Research: Are Standard Measures the Solution?” International Journal of Advertising, 40, 311-323.

Bergkvist, L. (2020). “Preregistration as a Way to Limit Questionable Research Practice in Advertising Research.” International Journal of Advertising, 39, 1172-1180.

Bergkvist, L. (2017). “Celebrity Trait Transference: When Brands Pick Up Endorsers’ Personality Traits.” International Journal of Advertising, 36, 663-681.

Bergkvist, L., and T. Langner (2017). “Construct Measurement in Advertising Research.” Journal of Advertising, 46, 129-140.

Bergkvist, L., and C. R. Taylor (2016). “Leveraged Marketing Communications: A Framework for Explaining the Effects of Secondary Brand Associations.” AMS Review, 6, 157-175.

Bergkvist, L. (2016). “The Nature of Doubly Concrete Constructs and How to Identify Them.” Journal of Business Research, 69, 3427–3429.

Bergkvist, L., H. Hjalmarson, and A. Mägi (2016). “A New Model of How Celebrity Endorsements Work: Attitude toward the Endorsement as a Mediator of Celebrity Source and Endorsement Effects.” International Journal of Advertising, 35, 171-184.

Bergkvist, L. (2015). “Appropriate Use of Single-Item Measures Is Here to Stay.” Marketing Letters, 26, 245-255.

Bergkvist, L., D. Eiderbäck, and M. Palombo (2012). “The Brand Communication Effects of Using a Headline to Prompt the Key Benefit in Ads with Pictorial Metaphors.” Journal of Advertising, 41, 67-75.

Bergkvist, L. (2012). “The Flipside of the Sponsorship Coin: Do You Still Buy the Beer When the Brewer Underwrites a Rival Team?” Journal of Advertising Research, 52, 65-73.

Bergkvist, L., and T. Bech-Larsen (2010). “Two Studies of Consequences and Actionable Antecedents of Brand Love.” Journal of Brand Management, 17, 504-518.

Bergkvist, L., and J. R. Rossiter (2007). “The Predictive Validity of Multiple-item Versus Single-item Measures of the Same Constructs.” Journal of Marketing Research, 44, 175-184.