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~person:"Dens, Nathalie"
~person:"Malthouse, Edward C."
~person:"Muehling, Darrel D."
~subject:"Markenführung"
~subject:"Market research"
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Search: subject_exact:"Werbewirkung"
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Markenführung
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Advertising effects
56
Werbewirkung
56
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32
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Dens, Nathalie
Malthouse, Edward C.
Muehling, Darrel D.
Pelsmacker, Patrick de
17
Esch, Franz-Rudolf
11
Bauer, Hans H.
9
Gierl, Heribert
8
Huber, Frank
8
Romaniuk, Jenni
7
Erfgen, Carsten
6
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6
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5
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5
Ko, Eunju
5
Matthes, Jörg
5
Meyer, Frederik
5
Pauwels, Koen
5
Verhellen, Yann
5
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4
Bellman, Steven
4
Burmann, Christoph
4
Chen, Huan
4
Cohen, Justin
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Faulkner, Margaret
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Torres, Ivonne M.
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Vanhuele, Marc
4
Wilbur, Kenneth C.
4
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4
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International journal of advertising : the quarterly review of marketing communications
4
Journal of business research : JBR
2
Marketing letters : a journal of research in marketing
2
Brand management in emerging markets : theories and practice
1
Engaging consumers through branded entertainment and convergent media
1
International business, not as usual
1
International journal of advertising : the review of marketing communications
1
International journal of market research : JMRS ; the journal of the Market Research Society
1
Journal of current issues and research in advertising : JCIRA
1
Journal of electronic commerce research : JECR
1
Journal of marketing communications
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Journal of promotion management : JPM
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The journal of brand management : an international journal
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Transfer, Werbeforschung & Praxis : Zeitschrift für Werbung, Kommunikation und Markenführung
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ECONIS (ZBW)
19
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1
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:
2
Fitting product placements : affective fit and cognitive fit as determinants of consumer evaluations of placed brands
Gillespie, Brian
;
Muehling, Darrel D.
;
Kareklas, Ioannis
- In:
Journal of business research : JBR
82
(
2018
),
pp. 90-102
Persistent link: https://www.econbiz.de/10011771789
Saved in:
3
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:
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
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:
6
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:
7
How to mix brand placements in television programmes to maximise effectiveness
Dens, Nathalie
;
Pelsmacker, Patrick de
;
Goos, Peter
; …
- In:
International journal of market research : JMRS ; the …
58
(
2016
)
5
,
pp. 649-670
Persistent link: https://www.econbiz.de/10011625862
Saved in:
8
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:
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
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:
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