Narrow search
Showing 1 - 10 of 14
Cover Image
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
Cover Image
The power of e-WOM using the hashtag : focusing on SNS advertising of SPA brands
Shin, Jiye; Chae, Heeju; Ko, Eunju - In: International journal of advertising : the quarterly … 37 (2018) 1, pp. 71-85
Persistent link: https://www.econbiz.de/10011859210
Cover Image
Understanding the influence of eco-label, and green advertising on green purchase intention : the mediating role of green brand equity
Bang Nguyen Viet - In: Journal of food products marketing : innovations in … 28 (2022) 2, pp. 87-103
Persistent link: https://www.econbiz.de/10013163075
Cover Image
The impact of nostalgia and probability markers on the effectiveness of advertising creative strategies
Langaro, Daniela; Loureiro, Sandra Maria Correia; … - In: Journal of promotion management : innovations in … 26 (2020) 6, pp. 791-811
Persistent link: https://www.econbiz.de/10012258105
Cover Image
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
Cover Image
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
Cover Image
How consumers' values influence responses to male and female gender role stereotyping in advertising
De Meulenaer, Sarah; Dens, Nathalie; Pelsmacker, Patrick de - In: International journal of advertising : the quarterly … 37 (2018) 6, pp. 893-913
Persistent link: https://www.econbiz.de/10012492611
Cover Image
Understanding gamification advertising effectiveness in an s-commerce context : a study in an emerging market
Bang Nguyen Viet; Nguyen Yen Thi Hoang - In: Journal of promotion management : innovations in … 30 (2024) 4, pp. 552-582
Persistent link: https://www.econbiz.de/10014513564
Cover Image
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
Cover Image
Towards sustainable development : coupling green marketing strategies and consumer perceptions in addressing greenwashing
Ur Rahman, Saleem; Bang Nguyen Viet - In: Business strategy and the environment 32 (2023) 4, pp. 2420-2433
Persistent link: https://www.econbiz.de/10014328946