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The processing of native advertising compared to banner advertising : an eye-tracking experiment

De Keyzer, Freya; Dens, Nathalie; Pelsmacker, Patrick de - In: Electronic commerce research 23 (2023) 3, pp. 1921-1940

Persistent link: https://www.econbiz.de/10014383138

Digital marketing strategies, online reviews and hotel performance

Pelsmacker, Patrick de; Tilburg, Sophie van; Holthof, … - In: International journal of hospitality management 72 (2018), pp. 47-55

Persistent link: https://www.econbiz.de/10011872689

Managerial response strategies to eWOM : a framework and research agenda for webcare

Lopes, Ana Isabel; Dens, Nathalie; Pelsmacker, Patrick de; … - In: Tourism management : research, policies, practice 98 (2023), pp. 1-18

Persistent link: https://www.econbiz.de/10014304449

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

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

How consumers' media usage creates synergy in advertising campaigns

Dens, Nathalie; Pelsmacker, Patrick de; Goos, Peter; … - In: International journal of market research : JMRS ; the … 60 (2018) 3, pp. 268-287

Persistent link: https://www.econbiz.de/10011887351

Advances in Advertising Research (Vol. V) : Extending the Boundaries of Advertising

Bušljeta Banks, Ivana (contributor); … - 2015

Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 12th International Conference in Advertising (ICORIA) which was held in Zagreb (Croatia) in June 2013. The conference gathered 105 leading...