Helge Thorbjørnsen


Helge Thorbjørnsen is Professor of Marketing at NHH.

He was previous Vice Rector for Research (2013-2018) and Dean of the Doctoral Programme (2011-2018).

Thorbjørnsen holds a Master of Science degree from NHH and received his dr.oecon in marketing from NHH in 2003. He also holds a cand.mag degree in social sciences from the University of Bergen.

Thorbjørnsen is a research director at the Center for Applied Research at NHH (SNF) and a researcher at the Center for Service Innovation (CSI).

Helge Thorbjørnsen has been involved in several business start-ups and is co-founder and chairman of the board of the TV-experience company Sixty, and the consultancy firm Brand Cognition.

He also serves as member of the board of several corporations and organizations.

Helge Thorbjørnsen’s research focuses on consumer psychology, marketing research, service innovation, decision-making and brand management.

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Selected publications

Author(s) Title Publisher
Thorbjørnsen, Helge; Ketelaar, Paul; Van'T Riet, Jonathan; Dahlèn, Micael How do teaser advertisements boost word of mouth about new products? For consumers, the future is more exciting than the present Journal of Advertising Research Volume 55 (1); page 73 - 78; 2015
Thorbjørnsen, Helge; Dahlèn, Micael; Lee, Yih H The Effect of New Product Preannouncements on the Evaluation of Other Brand Products Journal of Product Innovation Management Volume 33 (3); page 342 - 355; 2015
Skard, Siv E. Rosendahl; Thorbjørnsen, Helge Is Publicity Always Better than Advertising? The Role of Brand Reputation in Communicating Corporate Social Responsibility Journal of Business Ethics Volume 124 (1); page 1 - 12; 2013
Dahlen, Micael; Thorbjørnsen, Helge; Sjödin, Henrik A TASTE OF "NEXTOPIA": Exploring Consumer Response to Advertising for Future Products Journal of Advertising Volume 40 (4); page 33 - 44; 2011
Thorbjørnsen, Helge; Dahlen, Micael Customer reactions to acquirer-dominant mergers and acquisitions International Journal of Research in Marketing Volume 28 (4); page 332 - 341; 2011
Breivik, Einar; Thorbjørnsen, Helge Consumer brand relationships: an investigation of two alternative models Journal of the Academy of Marketing Science Volume 36 (4); page 443 - 472; 2008
Kristensson, Per; Pedersen, Per Egil; Thorbjørnsen, Helge New perspectives on consumer adoption and diffusion of innovations Journal of Business Research Volume 116; page 522 - 525; 2020
Dahlen, Micael; Karsberg, John; Sagfossen, Sofie; Thorbjørnsen, Helge; Lange, Fredrik Advertising “On the Go”: Are Consumers In Motion More Influenced by Ads? Why Advertisers Should Consider Consumers' Physical Activity when Planning Ad Campaigns Journal of Advertising Research Volume 59 (4); 2019
Dahlen, Micael; Thorbjørnsen, Helge; Colliander, Jonas; Rosengren, Sara Therese; Gemvik, Alice; Thorwid, Christian The Effects of Communicating Passion in Advertising How Messages Like "We Love What We Do!" Shape people`s Product and Brand Rewiews Journal of Advertising Research Volume 60 (1); page 3 - 11; 2019
Thorbjørnsen, Helge; Dahlen, Micael; Lange, Fredrik Tomorrow never dies: preadvertised sequels boost movie satisfaction and WOM International Journal of Advertising: the review of marketing communications Volume 39 (3); 2019
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