Similar Search Results

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

Involvement, tolerance for ambiguity, and type of service moderate the effectiveness of probability marker usage in service advertising

Banks, Ivana Busljeta; Pelsmacker, Patrick de - In: Journal of advertising : official publication of the … 43 (2014) 2, pp. 196-209

Persistent link: https://www.econbiz.de/10010373219

Developing different types of anticipated experience positioning for electric cars

Moons, Ingrid; Pelsmacker, Patrick de - In: The journal of brand management : an international journal 21 (2014) 3, pp. 216-235

Persistent link: https://www.econbiz.de/10010347464

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...

Persistent link: https://www.econbiz.de/10011444012

Positive and negative antecedents of purchasing eco-friendly products : a comparison between green and non-green consumers

Barbarossa, Camilla; Pelsmacker, Patrick de - In: Journal of business ethics : JOBE 134 (2016) 2, pp. 229-247

Persistent link: https://www.econbiz.de/10011471283

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

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

A longitudinal content analysis of gender portrayal in Belgian television advertising

Verhellen, Yann; Dens, Nathalie; Pelsmacker, Patrick de - In: Journal of marketing communications 22 (2016) 2, pp. 170-188

Persistent link: https://www.econbiz.de/10011561348

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

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