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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
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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
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Children’s responses to traditional versus hybrid advertising formats : the moderating role of persuasion knowledge
Verhellen, Yann; Oates, Caroline; Pelsmacker, Patrick de; … - In: Journal of consumer policy : consumer issues in law, … 37 (2014) 2, pp. 235-255
Persistent link: https://www.econbiz.de/10010479070
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Advertisers' perceptions regarding the ethical appropriateness of new advertising formats aimed at minors
Daems, Kristien; Pelsmacker, Patrick de; Moons, Ingrid - In: Journal of marketing communications 25 (2019) 4, pp. 438-456
Persistent link: https://www.econbiz.de/10012203323
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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
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Motivations to use different social media types and their impact on consumers' online brand-related activities (COBRAs)
Buzeta, Cristian; Pelsmacker, Patrick de; Dens, Nathalie - In: Journal of interactive marketing : a quarterly … 52 (2020), pp. 79-98
Persistent link: https://www.econbiz.de/10012432764
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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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The influence of ad-evoked feelings on brand evaluations : empirical generalizations from consumer responses to more than 1000 TV commercials
Pham, Michel T.; Geuens, Maggie; Pelsmacker, Patrick de - In: International journal of research in marketing : IJRM ; … 30 (2013) 4, pp. 383-394
Persistent link: https://www.econbiz.de/10010223386
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Advertising in new formats and media : current research and implications for marketers
Pelsmacker, Patrick de (ed.) - 2016 - First edition
This book makes an important contribution to the field of advertising in bringing together state-of-the-art insights … into new advertising formats and how they work. Split into three sections: 'The Changing Advertising Universe …', 'Advertising in a Digital Connected World' and 'Hidden but Paid for: Branded Content' the book provides conceptual overviews …
Persistent link: https://www.econbiz.de/10011444012
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Advertising in Belgium
Pelsmacker, Patrick de - In: Advertising worldwide : advertising conditions in …, (pp. 40-66). 2001
Persistent link: https://www.econbiz.de/10001599395