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Mixed-media modeling may help optimize campaign recognition and brand interest : how to apply the "mixture-amount modeling" method to cross-platform effectiveness measurement
Aleksandrovs, Leonids; Goos, Peter; Dens, Nathalie; … - In: Journal of advertising research 55 (2015) 4, pp. 443-457
Persistent link: https://www.econbiz.de/10011429184
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Consumer attitudes and recall for advertisements for new brands and extensions
Dens, Nathalie; Pelsmacker, Patrick de - In: Transfer, Werbeforschung & Praxis : Zeitschrift für … 55 (2009) 4, pp. 6-20
Persistent link: https://www.econbiz.de/10003910935
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How advertising strategy affects brand and USP recall for new brands and extensions
Dens, Nathalie; Pelsmacker, Patrick de - In: International journal of advertising : the quarterly … 29 (2010) 2, pp. 165-194
Persistent link: https://www.econbiz.de/10003978072
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Consumer response to different advertising appeals for new products : the moderating influence of branding strategy and product category involvement
Dens, Nathalie; Pelsmacker, Patrick de - In: The journal of brand management : an international journal 18 (2010/11) 1, pp. 50-65
Persistent link: https://www.econbiz.de/10008659836
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The impact of brand strength on satisfaction, loxaltry and WOM : an empirical examination in the higher education sector
Casidy, Riza; Wymer, Walter - In: The journal of brand management : an international journal 22 (2015) 2, pp. 117-135
Persistent link: https://www.econbiz.de/10011288584
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Linking fashion consciousness with Gen Y attitude towards prestige brands
Casidy, Riza; Nuryana, Asti Nafia; Hati, Sri Rahayu Hijrah - In: Asia Pacific journal of marketing and logistics 27 (2015) 3, pp. 406-420
Persistent link: https://www.econbiz.de/10011381549
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The role of brand orientation in the higher education sector : a student-perceived paradigm
Casidy, Riza - In: Asia Pacific journal of marketing and logistics 25 (2013) 5, pp. 803-820
Persistent link: https://www.econbiz.de/10010228957
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Consumer responses to brands placed in YouTube movies : the effect of prominence and endorser expertise
Verhellen, Yann; Dens, Nathalie; Pelsmacker, Patrick de - In: Journal of electronic commerce research : JECR 14 (2013) 4, pp. 287-303
Persistent link: https://www.econbiz.de/10010232563
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Linking brand orientation with service quality, satisfaction, and positive word-of-mouth : evidence from the higher education sector
Casidy, Riza - In: Journal of nonprofit & public sector marketing 26 (2014) 2, pp. 142-161
Persistent link: https://www.econbiz.de/10010382656
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Exploring the integration of social media within integrated marketing communication frameworks : perspectives of services marketers
Valos, Michael John; Habibi, Fatemeh; Casidy, Riza; … - In: Marketing intelligence & planning 34 (2016) 1, pp. 19-40
Persistent link: https://www.econbiz.de/10011459169