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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

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

Brandwashed : was du kaufst, bestimmen die anderen

Lindstrøm, Martin - 2012

Lindstrom befasst sich seit Jahren mit Neuromarketing und Markenbildung. Bekannt wurde er mit "Buy-ology" (BA 10/09) und "Brand Sense" (ID-B 14/11). An sein 1. Buch knüpft "Brand washed" an. Hier erfährt der Konsument, wie Werbeprofis das Gefühl vermitteln ausgeschlossen zu sein, solange er...

Persistent link: https://www.econbiz.de/10009511812

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

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

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

Brand building on the Internet

Lindstrøm, Martin; Andersen, Tim Frank - 2000

Persistent link: https://www.econbiz.de/10001483601

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

The rise, growth, and future of branded content in the digital media landscape

Dens, Nathalie; Poels, Karolien - In: International journal of advertising : the review of … 42 (2023) 1, pp. 141-150

Persistent link: https://www.econbiz.de/10014233935