Narrow search
Showing 1 - 10 of 14
Cover Image
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
Cover Image
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
Cover Image
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
Cover Image
Which cues cause consumers to perceive brands as more global? : a conjoint analysis
De Meulenaer, Sarah; Dens, Nathalie; Pelsmacker, Patrick de - In: International marketing review 32 (2015) 6, pp. 606-626
Persistent link: https://www.econbiz.de/10011517527
Cover Image
Do I know you? : how brand familiarity and perceived fit affect consumers' attitudes towards brands placed in movies
Verhellen, Yann; Dens, Nathalie; Pelsmacker, Patrick de - In: Marketing letters : a journal of research in marketing 27 (2016) 3, pp. 461-471
Persistent link: https://www.econbiz.de/10011537265
Cover Image
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
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
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
How reading in a foreign versus native language moderates the impact of repetition-induced brand placement prominence on placement responses
Avramova, Yana R.; Pelsmacker, Patrick de; Dens, Nathalie - In: The journal of brand management : an international journal 25 (2018) 6, pp. 500-518
Persistent link: https://www.econbiz.de/10011962803
Cover Image
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