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~person:"Dens, Nathalie"
~person:"Malthouse, Edward C."
~person:"Muehling, Darrel D."
~person:"Pelsmacker, Patrick de"
~subject:"Markenführung"
~subject:"Market research"
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Search: subject_exact:"Werbewirkung"
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Markenführung
Market research
Advertising effects
84
Werbewirkung
84
Consumer behaviour
38
Konsumentenverhalten
38
Advertising
28
Werbung
28
Brand management
18
Belgien
16
Belgium
16
Brand image
15
Markenimage
15
Product Placement
15
Product placement
15
Internet marketing
11
Online-Marketing
11
Fernsehwerbung
10
Television advertising
10
Emotion
8
Psychology of advertising
8
Werbepsychologie
8
Advertising planning
6
Brand
6
Markenartikel
6
Target group
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USA
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United States
6
Werbeplanung
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5
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Marketingmanagement
5
Persuasion knowledge
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21
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Dens, Nathalie
Malthouse, Edward C.
Muehling, Darrel D.
Pelsmacker, Patrick de
Esch, Franz-Rudolf
11
Bauer, Hans H.
9
Gierl, Heribert
8
Huber, Frank
8
Romaniuk, Jenni
7
Erfgen, Carsten
6
Septianto, Felix
6
Sreejesh, S.
6
Srivastava, R. K.
6
Vashisht, Devika
6
Brunner, Christian Boris
5
Hayes, Jameson L.
5
Ko, Eunju
5
Matthes, Jörg
5
Meyer, Frederik
5
Pauwels, Koen
5
Verhellen, Yann
5
Baxter, Stacey M.
4
Bellman, Steven
4
Burmann, Christoph
4
Chen, Huan
4
Cohen, Justin
4
Faulkner, Margaret
4
Häusel, Hans-Georg
4
Ilicic, Jasmina
4
Kennedy, Rachel
4
Kulczynski, Alicia
4
Milfeld, Tyler
4
Pittman, Matthew
4
Rempel, Jan Eric
4
Sattler, Henrik
4
Srinivasan, Shuba
4
Stephen, Gladys
4
Taylor, Charles Raymond
4
Teng, Lefa
4
Torres, Ivonne M.
4
Vanhuele, Marc
4
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International journal of advertising : the quarterly review of marketing communications
4
International journal of advertising : the review of marketing communications
2
Journal of business research : JBR
2
Marketing letters : a journal of research in marketing
2
Brand management in emerging markets : theories and practice
1
Engaging consumers through branded entertainment and convergent media
1
International business, not as usual
1
International journal of market research : JMRS ; the journal of the Market Research Society
1
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy
1
Journal of current issues and research in advertising : JCIRA
1
Journal of electronic commerce research : JECR
1
Journal of marketing communications
1
Journal of promotion management : JPM
1
The journal of brand management : an international journal
1
Transfer, Werbeforschung & Praxis : Zeitschrift für Werbung, Kommunikation und Markenführung
1
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ECONIS (ZBW)
21
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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
What is wrong with advertising research and how can we fix it?
Pelsmacker, Patrick de
- In:
International journal of advertising : the review of …
40
(
2021
)
5
,
pp. 835-848
Persistent link: https://www.econbiz.de/10012623894
Saved in:
3
Fitting product placements : affective fit and cognitive fit as determinants of consumer evaluations of placed brands
Gillespie, Brian
;
Muehling, Darrel D.
;
Kareklas, Ioannis
- In:
Journal of business research : JBR
82
(
2018
),
pp. 90-102
Persistent link: https://www.econbiz.de/10011771789
Saved in:
4
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:
5
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:
6
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:
7
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:
8
How to mix brand placements in television programmes to maximise effectiveness
Dens, Nathalie
;
Pelsmacker, Patrick de
;
Goos, Peter
; …
- In:
International journal of market research : JMRS ; the …
58
(
2016
)
5
,
pp. 649-670
Persistent link: https://www.econbiz.de/10011625862
Saved in:
9
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:
10
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:
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