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~person:"Dens, Nathalie"
~person:"Huber, Frank"
~subject:"Konsumentenverhalten"
~subject:"Werbung"
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Search: subject:"Brand Management"
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Konsumentenverhalten
Werbung
Brand management
63
Markenführung
63
Markenpolitik
32
Consumer behaviour
25
Markenimage
25
Werbewirkung
21
Advertising effects
20
Brand image
20
Deutschland
19
Germany
19
Markenartikel
13
Brand
12
Product Placement
11
Product placement
11
Theorie
11
Theory
11
Beziehungsmarketing
10
Erfolgsfaktor
10
Brand extension
9
Markentransfer
9
Relationship marketing
9
Advertising
8
Strategische Allianz
8
Success factor
8
Fernsehwerbung
7
Television advertising
7
Celebrity endorsement
6
Celebrity-Werbung
6
Estimation
6
Markentreue
6
Schätzung
6
Social Web
6
Social web
6
Brand loyalty
5
Brand placement
5
Strategic alliance
5
Automotive industry
4
Imagetransfer
4
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Online availability
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Undetermined
15
Type of publication
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Article
19
Book / Working Paper
9
Type of publication (narrower categories)
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Article in journal
17
Aufsatz in Zeitschrift
17
Aufsatz im Buch
2
Book section
2
Conference paper
2
Graue Literatur
2
Konferenzbeitrag
2
Non-commercial literature
2
Arbeitspapier
1
Case study
1
Fallstudie
1
Working Paper
1
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Language
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English
18
German
10
Author
All
Dens, Nathalie
Huber, Frank
Loureiro, Sandra Maria Correia
32
Phau, Ian
32
Melewar, T. C.
26
Ko, Eunju
24
Han, Heesup
23
Sarkar, Abhigyan
23
Bang, Nguyen
21
Keller, Kevin Lane
21
Guzman, Francisco
20
Hollebeek, Linda D.
20
Diamantopoulos, Adamantios
19
Japutra, Arnold
18
Sarkar, Juhi Gahlot
18
Veloutsou, Cleopatra
18
MacInnis, Deborah J.
17
Wiedmann, Klaus-Peter
17
Dawes, John
16
Pelsmacker, Patrick de
16
Gázquez-Abad, Juan Carlos
15
Khan, Imran
15
Kunkel, Thilo
15
Romaniuk, Jenni
15
Septianto, Felix
15
Valette-Florence, Pierre
15
Ekinci, Yuksel
14
Fetscherin, Marc
14
Martínez-López, Francisco J.
14
Sreejesh, S.
14
Casidy, Riza
13
Park, C. Whan
13
Paul, Justin
13
Seo, Yuri
13
Shimul, Anwar Sadat
13
Zarantonello, Lia
13
Ahn, Jiseon
12
Christodoulides, George
12
De Chernatony, Leslie
12
Fitzsimons, Gavan J.
12
Fournier, Susan
12
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Institution
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Springer Fachmedien Wiesbaden
1
Published in...
All
International journal of advertising : the quarterly review of marketing communications
4
Gabler Edition Wissenschaft
2
International journal of advertising : the review of marketing communications
2
Reihe: Marketing : MAR
2
SpringerLink / Bücher
2
The journal of brand management : an international journal
2
Wissenschaftliche Arbeitspapiere / F / Center of Market-Oriented Product and Production Management
2
Brand management in emerging markets : theories and practice
1
Breaking new ground in theory and practice
1
Die Unternehmung : Swiss journal of business research and practice ; Organ der Schweizerischen Gesellschaft für Betriebswirtschaft (SGB)
1
Gabler Edition Wissenschaft / Spektrum wirtschaftswissenschaftliche Forschung
1
International marketing review
1
Journal of business research : JBR
1
Journal of electronic commerce research : JECR
1
Journal of interactive marketing : a quarterly publication from the Direct Marketing Educational Foundation
1
Marketing letters : a journal of research in marketing
1
Psychology & marketing
1
Springer eBook Collection / Business and Economics
1
The journal of product & brand management
1
Transfer, Werbeforschung & Praxis : Zeitschrift für Werbung, Kommunikation und Markenführung
1
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Source
All
ECONIS (ZBW)
28
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28
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1
The rise, growth, and future of branded content in the digital media landscape
Dens, Nathalie
;
Poels, Karolien
- In:
International journal of advertising : the review of …
42
(
2023
)
1
,
pp. 141-150
Persistent link: https://www.econbiz.de/10014233935
Saved in:
2
Reader and author attitudes towards brand placement in fiction
R. Avramova, Yana
;
Pelsmacker, Patrick de
;
Dens, Nathalie
- In:
International journal of advertising : the review of …
42
(
2023
)
5
,
pp. 835-867
Persistent link: https://www.econbiz.de/10014296428
Saved in:
3
Motivations to use different social media types and their impact on consumers' online brand-related activities (COBRAs)
Buzeta, Cristian
;
Pelsmacker, Patrick de
;
Dens, Nathalie
- In:
Journal of interactive marketing : a quarterly …
52
(
2020
),
pp. 79-98
Persistent link: https://www.econbiz.de/10012432764
Saved in:
4
How reading in a foreign versus native language moderates the impact of repetition-induced brand placement prominence on placement responses
Avramova, Yana R.
;
Pelsmacker, Patrick de
;
Dens, Nathalie
- In:
The journal of brand management : an international journal
25
(
2018
)
6
,
pp. 500-518
Persistent link: https://www.econbiz.de/10011962803
Saved in:
5
The role of actual, ideal, and ought self-congruence in the consumption of hedonic versus utilitarian brands
Huber, Frank
;
Eisele, Anita
;
Meyer, Frederik
- In:
Psychology & marketing
35
(
2018
)
1
,
pp. 47-63
Persistent link: https://www.econbiz.de/10011970171
Saved in:
6
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:
7
Brand placement repetition in a fictional text
Avramova, Yana R.
;
Pelsmacker, Patrick de
;
Dens, Nathalie
- In:
International journal of advertising : the quarterly …
36
(
2017
)
1
,
pp. 38-59
Persistent link: https://www.econbiz.de/10011687876
Saved in:
8
Brand placement in text : the short- and long-term effects of placement modality and need for cognition
Avramova, Yana R.
;
Pelsmacker, Patrick de
;
Dens, Nathalie
- In:
International journal of advertising : the quarterly …
36
(
2017
)
5
,
pp. 682-704
Persistent link: https://www.econbiz.de/10011799694
Saved in:
9
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:
10
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:
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