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Reactions to different types of ads in Belgium and Poland
Pelsmacker, Patrick De; Geuens, M. - In: International marketing review 15 (1998) 4, pp. 277-290
Persistent link: https://www.econbiz.de/10006303860
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The importance of media planning, ad likeability and brand position for ad and brand recognition in radio spots
Pelsmacker, Patrick De; Geuens, Maggie; Vermeir, Iris - In: International journal of market research : JMRS ; the … 46 (2004) 4, pp. 465-478
Persistent link: https://www.econbiz.de/10006692666
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ESOMAR AWARDS - Advertising characteristics and the attitude towards the ad - A study of 100 likeable TV commercials - What type of commercials leads to the most positive affective...
Pelsmacker, Patrick De; Decock, Ben; Geuens, Maggie - In: Marketing and research today : the journal of the … 26 (1998) 4, pp. 166
Persistent link: https://www.econbiz.de/10006391206
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Affect Intensity Revisited: Individual Differences and the Communication Effects of Emotional Stimuli
Geuens, Maggie; Pelsmacker, Patrick De - In: Psychology & marketing 16 (1999) 3, pp. 195-210
Persistent link: https://www.econbiz.de/10006989307
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Media Context and Advertising Effectiveness: The Role of Context Appreciation and Context-Ad Similarity
Pelsmacker, Patrick De; Geuens, Maggie; Anckaert, Pascal - In: Journal of advertising : official publication of the … 31 (2002) 2, pp. 49-62
Persistent link: https://www.econbiz.de/10008118827
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Relationship Quality and the Theory of Planned Behavior models of behavioral intentions and purchase behavior
De Cannière, Marie Hélène; De Pelsmacker, Patrick; … - In: Journal of business research : JBR 62 (2009) 1, pp. 82-92
Persistent link: https://www.econbiz.de/10008162088
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Emotional advertising: Revisiting the role of product category
Geuens, Maggie; De Pelsmacker, Patrick; Faseur, Tine - In: Journal of business research : JBR 64 (2011) 4, pp. 418-427
Persistent link: https://www.econbiz.de/10008812667
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Online advertising and congruency effects: It depends on how you look at it
Janssens, Wim; De Pelsmacker, Patrick; Geuens, Maggie - In: International journal of advertising : the quarterly … 31 (2012) 3, pp. 579-605
Persistent link: https://www.econbiz.de/10010010201
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Context effects of TV programme-induced interactivity and telepresence on advertising responses
Cauberghe, Verolien; Geuens, Maggie; De Pelsmacker, Patrick - In: International journal of advertising : the quarterly … 30 (2011) 4, pp. 641-665
Persistent link: https://www.econbiz.de/10009334274
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Relationship Quality and the Theory of Planned Behavior models of behavioral intentions and purchase behavior
De Cannière, Marie Hélène; De Pelsmacker, Patrick; … - In: Journal of business research : JBR 62 (2009) 1, pp. 82-93
Persistent link: https://www.econbiz.de/10008891848