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Intergenerational appeal in advertising : impacts of brand - gender extension and brand history
Chang, Chun-Tuan; Tung, Minh-Hsuan - In: International journal of advertising : the quarterly … 35 (2016) 2, pp. 345-361
Persistent link: https://www.econbiz.de/10011581241
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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
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The effects of processing mode and brand scandals on copycat product evaluations
Braxton, Dominique F.; Muehling, Darrel D.; Joireman, Jeff - In: Journal of marketing communications 25 (2019) 3, pp. 247-267
Persistent link: https://www.econbiz.de/10012203291
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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
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Influencer-driven loyalty : understanding the mediating role of customer brand engagement in the relationship between social media influencers and brand loyalty
Soomro, Suhaib Ahmed; Ghaffar, Abdul; Zaidi, Syed … - In: Journal of global scholars of marketing science : … 34 (2024) 2, pp. 207-230
Persistent link: https://www.econbiz.de/10014511629
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Advertisers' perceptions regarding the ethical appropriateness of new advertising formats aimed at minors
Daems, Kristien; Pelsmacker, Patrick de; Moons, Ingrid - In: Journal of marketing communications 25 (2019) 4, pp. 438-456
Persistent link: https://www.econbiz.de/10012203323
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Bygone eras vs. the good Ol' days : how consumption context and self-construal influence nostalgic appeal selection
Chang, Chun-Tuan; Feng, Ching-Chiao - In: International journal of advertising : the quarterly … 35 (2016) 3, pp. 589-615
Persistent link: https://www.econbiz.de/10011567087
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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
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Consumer responses to different degrees of advertising adaptation : the moderating role of national openness to foreign markets
Rajabi, Mahdi; Dens, Nathalie; Pelsmacker, Patrick de; … - In: International journal of advertising : the quarterly … 36 (2017) 2, pp. 293-313
Persistent link: https://www.econbiz.de/10011689825
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Cause-related marketing ads in the eye tracker : it depends on how you present, who sees the ad, and what you promote
Chang, Chun-Tuan; Chen, Pei-Chi - In: International journal of advertising : the quarterly … 36 (2017) 2, pp. 336-355
Persistent link: https://www.econbiz.de/10011689868