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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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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
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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
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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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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
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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
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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
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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
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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
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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