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subject:"Consumer behaviour"
~person:"Pelsmacker, Patrick de"
~subject:"Konsumentenverhalten"
~type_genre:"Aufsatz in Zeitschrift"
~type_genre:"Thesis"
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Search: subject_exact:"Markenführung"
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Consumer behaviour
Konsumentenverhalten
Brand management
17
Markenführung
17
Advertising effects
12
Werbewirkung
12
Brand image
10
Markenimage
10
Product Placement
9
Product placement
9
Brand
5
Brand placement
5
Markenartikel
5
Advertising
3
Brand extension
3
Markentransfer
3
Social Web
3
Social web
3
Werbung
3
brand attitude
3
Brand attitude
2
Cognition
2
Fernsehwerbung
2
Internet marketing
2
Kognition
2
Motivation
2
New product development
2
Online-Marketing
2
Produktentwicklung
2
Prominence
2
Television advertising
2
brand placement
2
need for cognition
2
Advertising planning
1
Analysis of variance
1
Associative Network Theory
1
Brand familiarity
1
Brand placement in fiction
1
Brand recall
1
Branded entertainment
1
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Undetermined
10
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Article
14
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Aufsatz in Zeitschrift
Thesis
Article in journal
14
Conference paper
2
Konferenzbeitrag
2
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English
14
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Pelsmacker, Patrick de
Loureiro, Sandra Maria Correia
30
Phau, Ian
26
Han, Heesup
23
Ko, Eunju
23
Sarkar, Abhigyan
23
Melewar, T. C.
21
Bang, Nguyen
20
Diamantopoulos, Adamantios
19
Guzman, Francisco
18
Hollebeek, Linda D.
18
Japutra, Arnold
18
Sarkar, Juhi Gahlot
17
Veloutsou, Cleopatra
16
Khan, Imran
15
Valette-Florence, Pierre
15
Ekinci, Yuksel
14
Fetscherin, Marc
14
Dens, Nathalie
13
Kunkel, Thilo
13
Ahn, Jiseon
12
Casidy, Riza
12
Park, Jungkun
12
Paul, Justin
12
Rahman, Zillur
12
Romaniuk, Jenni
12
Sreejesh, S.
12
Vrontis, Demetris
12
Bagozzi, Richard P.
11
Christodoulides, George
11
Grohmann, Bianca
11
Johnson, Lester W.
11
Septianto, Felix
11
Sung, Yongjun
11
Swoboda, Bernhard
11
Augusto, Mário Gomes
10
Dwivedi, Abhishek
10
Gilal, Faheem Gul
10
Heere, Bob
10
Kaufmann, Hans Rüdiger
10
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Published in...
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International journal of advertising : the quarterly review of marketing communications
4
The journal of brand management : an international journal
2
International journal of advertising : the review of marketing communications
1
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy
1
International marketing review
1
Journal of business research : JBR
1
Journal of electronic commerce research : JECR
1
Journal of interactive marketing : a quarterly publication from the Direct Marketing Educational Foundation
1
Marketing letters : a journal of research in marketing
1
Transfer, Werbeforschung & Praxis : Zeitschrift für Werbung, Kommunikation und Markenführung
1
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ECONIS (ZBW)
14
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1
Reader and author attitudes towards brand placement in fiction
R. Avramova, Yana
;
Pelsmacker, Patrick de
;
Dens, Nathalie
- In:
International journal of advertising : the review of …
42
(
2023
)
5
,
pp. 835-867
Persistent link: https://www.econbiz.de/10014296428
Saved in:
2
Motivations to use different social media types and their impact on consumers' online brand-related activities (COBRAs)
Buzeta, Cristian
;
Pelsmacker, Patrick de
;
Dens, Nathalie
- In:
Journal of interactive marketing : a quarterly …
52
(
2020
),
pp. 79-98
Persistent link: https://www.econbiz.de/10012432764
Saved in:
3
Better together? : harnessing the power of brand placement through program sponsorship messages
Dens, Nathalie
;
Pelsmacker, Patrick de
;
Verhellen, Yann
- In:
Journal of business research : JBR
83
(
2018
),
pp. 151-159
Persistent link: https://www.econbiz.de/10011802515
Saved in:
4
How reading in a foreign versus native language moderates the impact of repetition-induced brand placement prominence on placement responses
Avramova, Yana R.
;
Pelsmacker, Patrick de
;
Dens, Nathalie
- In:
The journal of brand management : an international journal
25
(
2018
)
6
,
pp. 500-518
Persistent link: https://www.econbiz.de/10011962803
Saved in:
5
Brand placement repetition in a fictional text
Avramova, Yana R.
;
Pelsmacker, Patrick de
;
Dens, Nathalie
- In:
International journal of advertising : the quarterly …
36
(
2017
)
1
,
pp. 38-59
Persistent link: https://www.econbiz.de/10011687876
Saved in:
6
Brand placement in text : the short- and long-term effects of placement modality and need for cognition
Avramova, Yana R.
;
Pelsmacker, Patrick de
;
Dens, Nathalie
- In:
International journal of advertising : the quarterly …
36
(
2017
)
5
,
pp. 682-704
Persistent link: https://www.econbiz.de/10011799694
Saved in:
7
Does poor fit always lead to negative evaluations? : extension advertising and perceived brand quality
Dens, Nathalie
;
Pelsmacker, Patrick de
- In:
International journal of advertising : the quarterly …
35
(
2016
)
3
,
pp. 465-485
Persistent link: https://www.econbiz.de/10011567066
Saved in:
8
The short- and long-term impact of brand placement in an advertiser-funded TV program on viewers' attitudes toward the sponsor brand and its main competitor
Verhellen, Yann
;
Eelen, Jiska
;
Dens, Nathalie
; …
- In:
International journal of advertising : the quarterly …
35
(
2016
)
6
,
pp. 932-948
Persistent link: https://www.econbiz.de/10011644535
Saved in:
9
Do I know you? : how brand familiarity and perceived fit affect consumers' attitudes towards brands placed in movies
Verhellen, Yann
;
Dens, Nathalie
;
Pelsmacker, Patrick de
- In:
Marketing letters : a journal of research in marketing
27
(
2016
)
3
,
pp. 461-471
Persistent link: https://www.econbiz.de/10011537265
Saved in:
10
Which cues cause consumers to perceive brands as more global? : a conjoint analysis
De Meulenaer, Sarah
;
Dens, Nathalie
;
Pelsmacker, Patrick de
- In:
International marketing review
32
(
2015
)
6
,
pp. 606-626
Persistent link: https://www.econbiz.de/10011517527
Saved in:
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