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~person:"Pelsmacker, Patrick de"
~subject:"Celebrity endorsement"
~subject:"Markenführung"
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Search: subject_exact:"Werbeeffizienz"
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Celebrity endorsement
Markenführung
Advertising effects
57
Werbewirkung
57
Consumer behaviour
22
Konsumentenverhalten
22
Advertising
19
Werbung
19
Belgien
16
Belgium
16
Brand management
14
Product Placement
14
Product placement
14
Brand image
10
Fernsehwerbung
10
Markenimage
10
Television advertising
10
Internet marketing
7
Online-Marketing
7
Emotion
6
Psychology of advertising
6
Target group
6
Werbepsychologie
6
Zielgruppe
6
Brand
5
Brand placement
5
Computerspiel
5
Markenartikel
5
Video game
5
Advertising planning
4
Children
4
Fernsehprogramm
4
Kinder
4
Marketing management
4
Marketingmanagement
4
Persuasion knowledge
4
Television programme
4
Werbeplanung
4
Bibliometrics
3
Bibliometrie
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Brand extension
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English
14
Author
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Pelsmacker, Patrick de
Roy, Subhadip
15
Dens, Nathalie
13
Esch, Franz-Rudolf
10
Bauer, Hans H.
9
Gierl, Heribert
8
Huber, Frank
8
Romaniuk, Jenni
7
Septianto, Felix
7
Erfgen, Carsten
6
Ilicic, Jasmina
6
Matthes, Jörg
6
Sreejesh, S.
6
Srivastava, R. K.
6
Vashisht, Devika
6
Arora, Nilesh
5
Bauer, Brittney C.
5
Bellman, Steven
5
Brunner, Christian Boris
5
Hayes, Jameson L.
5
Jain, Varsha
5
Ko, Eunju
5
Meyer, Frederik
5
Muehling, Darrel D.
5
Pradhan, Debasis
5
Verhellen, Yann
5
Baxter, Stacey M.
4
Buijzen, Moniek
4
Burmann, Christoph
4
Carlson, Brad D.
4
Chan, Kara
4
Chen, Huan
4
Cohen, Justin
4
Gilal, Faheem Gul
4
Gilal, Naeem Gul
4
Gilal, Rukhsana Gul
4
Hudders, Liselot
4
Häusel, Hans-Georg
4
Johnson, Lester W.
4
Kennedy, Rachel
4
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Published in...
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International journal of advertising : the quarterly review of marketing communications
4
Brand management in emerging markets : theories and practice
1
Engaging consumers through branded entertainment and convergent media
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
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy
1
Journal of business research : JBR
1
Journal of electronic commerce research : JECR
1
Marketing letters : a journal of research in marketing
1
The journal of brand management : an international journal
1
Transfer, Werbeforschung & Praxis : Zeitschrift für Werbung, Kommunikation und Markenführung
1
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ECONIS (ZBW)
14
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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
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:
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
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:
5
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:
6
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:
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
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:
10
Self-brand congruity and brand communication
Rajabi, Mahdi
;
Dens, Nathalie
;
Pelsmacker, Patrick de
- In:
Brand management in emerging markets : theories and practice
,
(pp. 137-153)
.
2014
Persistent link: https://www.econbiz.de/10010417738
Saved in:
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