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Foundations of marketing communications : a European perspective
Pelsmacker, Patrick de; Geuens, Maggie; Van den Bergh, Joeri - 2005
Persistent link: https://www.econbiz.de/10002658963
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Marketing communications : a European perspective
Pelsmacker, Patrick de; Geuens, Maggie; Van den Bergh, Joeri - 2010 - 4th ed.
Persistent link: https://www.econbiz.de/10003888300
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Attitudes toward the extension and parent brand in response to extension advertising
Dens, Nathalie; Pelsmacker, Patrick de - In: Journal of business research : JBR 63 (2010) 11, pp. 1237-1244
Persistent link: https://www.econbiz.de/10008696662
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Advertising for extensions : moderating effects of extension type, advertising strategy, and product category involvement on extension evaluation
Dens, Nathalie; Pelsmacker, Patrick de - In: Marketing letters : a journal of research in marketing 21 (2010) 2, pp. 175-189
Persistent link: https://www.econbiz.de/10003976732
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Emotional advertising: revisiting the role of product category
Geuens, Maggie; Pelsmacker, Patrick de; Faseur, Tine - 2010
Persistent link: https://www.econbiz.de/10003977016
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How advertising strategy affects brand and USP recall for new brands and extensions
Dens, Nathalie; Pelsmacker, Patrick de - In: International journal of advertising : the quarterly … 29 (2010) 2, pp. 165-194
Persistent link: https://www.econbiz.de/10003978072
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Impact of threat appeals on ad evoked fear and message credibility : the role of prime, frame and dead relatedness
Janssens, Wim; Pelsmacker, Patrick de; Cauberghe, Verolien - In: Cutting edge international research, (pp. 97-109). 2010
Persistent link: https://www.econbiz.de/10003985150
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Brand placements in movies : the impact of modality, prominence and plot connection on attitude and behavioral intention
Purnawirawan, Nathalia; Wouters, Marijke; Pelsmacker, … - In: Cutting edge international research, (pp. 347-361). 2010
Persistent link: https://www.econbiz.de/10003985215
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Relationship quality and purchase intention and behavior : the moderating impact of relationship strength
De Cannière, Marie Hélène; Pelsmacker, Patrick de; … - In: Journal of business and psychology 25 (2010) 1, pp. 87-98
Persistent link: https://www.econbiz.de/10003955796
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Advergames : the impact of brand prominence and game repetition on brand responses
Cauberghe, Verolien; Pelsmacker, Patrick de - In: Journal of advertising : official publication of the … 39 (2010) 1, pp. 5-18
Persistent link: https://www.econbiz.de/10003962667