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~person:"Verhellen, Yann"
~subject:"Brand management"
~subject:"Germany"
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Brand management
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Advertising effects
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Verhellen, Yann
Bauer, Hans H.
23
Esch, Franz-Rudolf
22
Diehl, Sandra
14
Gierl, Heribert
14
Pelsmacker, Patrick de
14
Dens, Nathalie
13
Huber, Frank
12
Terlutter, Ralf
11
Drengner, Jan
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Gröppel-Klein, Andrea
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Neumann, Marcus M.
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Meyer, Frederik
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Mueller, Barbara
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Nufer, Gerd
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Nöcker, Ralf
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Septianto, Felix
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Silberer, Günter
6
Sreejesh, S.
6
Srivastava, R. K.
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Vashisht, Devika
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Burmann, Christoph
5
Hayes, Jameson L.
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Ko, Eunju
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Langner, Tobias
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Matthes, Jörg
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Engaging consumers through branded entertainment and convergent media
1
International journal of advertising : the quarterly review of marketing communications
1
Journal of business research : JBR
1
Journal of electronic commerce research : JECR
1
Marketing letters : a journal of research in marketing
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ECONIS (ZBW)
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Better together? : harnessing the power of brand placement through program sponsorship messages
Dens, Nathalie
;
Pelsmacker, Patrick de
;
Verhellen, Yann
- In:
Journal of business research : JBR
83
(
2018
),
pp. 151-159
Persistent link: https://www.econbiz.de/10011802515
Saved in:
2
The short- and long-term impact of brand placement in an advertiser-funded TV program on viewers' attitudes toward the sponsor brand and its main competitor
Verhellen, Yann
;
Eelen, Jiska
;
Dens, Nathalie
; …
- In:
International journal of advertising : the quarterly …
35
(
2016
)
6
,
pp. 932-948
Persistent link: https://www.econbiz.de/10011644535
Saved in:
3
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
Saved in:
4
How branded entertainment shapes consumers' brand attitudes : evidence from an advertiser-funded program
Verhellen, Yann
;
Dens, Nathalie
;
Pelsmacker, Patrick de
- In:
Engaging consumers through branded entertainment and …
,
(pp. 189-201)
.
2015
Persistent link: https://www.econbiz.de/10011389610
Saved in:
5
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
Saved in:
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