Narrow search
Showing 1 - 10 of 431
Cover Image
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
Cover Image
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
Cover Image
Consumer responses to different degrees of advertising adaptation : the moderating role of national openness to foreign markets
Rajabi, Mahdi; Dens, Nathalie; Pelsmacker, Patrick de; … - In: International journal of advertising : the quarterly … 36 (2017) 2, pp. 293-313
Persistent link: https://www.econbiz.de/10011689825
Cover Image
Consumer attitudes and recall for advertisements for new brands and extensions
Dens, Nathalie; Pelsmacker, Patrick de - In: Transfer, Werbeforschung & Praxis : Zeitschrift für … 55 (2009) 4, pp. 6-20
Persistent link: https://www.econbiz.de/10003910935
Cover Image
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
Cover Image
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
Cover Image
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
Cover Image
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
Cover Image
Text or pictures? : effectiveness of verbal information and visual cues in advertisements for new brands versus extensions
Dens, Nathalie; Pelsmacker, Patrick de; Puttemans, Bianca - In: Breaking new ground in theory and practice, (pp. 343-357). 2011
Persistent link: https://www.econbiz.de/10009381004
Cover Image
International research on attention and memory effects of advertising
Rajabi, Mahdi; Pelsmacker, Patrick de; Dens, Nathalie - In: International business, not as usual, (pp. 23-41). 2011
Persistent link: https://www.econbiz.de/10009489285