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Does the context really matter, and for whom? : explaining the effects of program liking for an advertiser funded program

Verhellen, Yann; Pelsmacker, Patrick de; Dens, Nathalie - In: Advertising in new formats and media : current research …, (pp. 291-306). 2016

Persistent link: https://www.econbiz.de/10011473427

How branded entertainment shapes consumers' brand attitudes : evidence from an advertiser-funded program

Verhellen, Yann; Dens, Nathalie; Pelsmacker, Patrick de - In: Engaging consumers through branded entertainment and …, (pp. 189-201). 2015

Persistent link: https://www.econbiz.de/10011389610

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

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

Self-brand congruity and brand communication

Rajabi, Mahdi; Dens, Nathalie; Pelsmacker, Patrick de - In: Brand management in emerging markets : theories and practice, (pp. 137-153). 2014

Persistent link: https://www.econbiz.de/10010417738

An anatomy of U.S. firms seeking trademark registration

Dinlersoz, Emin Murat; Goldschlag, Nathan; Myers, Amanda; … - 2018

Persistent link: https://www.econbiz.de/10011891683

An anatomy of U.S. firms seeking trademark registration

Dinlersoz, Emin Murat; Goldschlag, Nathan; Myers, Amanda; … - 2018

Persistent link: https://www.econbiz.de/10011916658

Text or pictures? : effectiveness of verbal information and visual cues in advertisements for new brands versus extensions

Dens, Nathalie; Pelsmacker, Patrick de; Puttemans, Bianca - In: Breaking new ground in theory and practice, (pp. 343-357). 2011

Persistent link: https://www.econbiz.de/10009381004

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

An Anatomy of U.S. Firms Seeking Trademark Registration

Dinlersoz, Emin M. - 2018

This paper reports on the construction of a new dataset that combines data on trademark applications and registrations from the U.S. Patent and Trademark Office with data on firms from the U.S. Census Bureau. The resulting dataset allows tracking of various activity related to trademark use and...

Persistent link: https://www.econbiz.de/10012480691