Narrow search
Showing 1 - 9 of 9
Cover Image
Reactions to different types of ads in Belgium and Poland
De Pelsmacker, Patrick; Geuens, M. - In: International Marketing Review 15 (1998) 4, pp. 277-290
The communication effect of four types of alcohol advertisement, i.e. humorous, warm, erotic and non‐emotional, are studied in Belgian and Polish samples of young consumers. Ad recognition, brand attribution, ad evoked feelings, cognitive and affective reactions, attitude towards the ad, the...
Persistent link: https://www.econbiz.de/10014827785
Cover Image
Marketing communications
Pelsmacker, Patrick de; Geuens, Maggie; Van den Bergh, Joeri - 2004 - 2nd ed
Persistent link: https://www.econbiz.de/10001810555
Cover Image
Emotional and rational advertising messages in positive and negative Polish media contexts
Pelsmacker, Patrick de; Maison, Dominika; Geuens, Maggie - In: New directions in international advertising research, (pp. 121-135). 2002
Persistent link: https://www.econbiz.de/10001785306
Cover Image
The influence of ad-evoked feelings on brand evaluations : empirical generalizations from consumer responses to more than 1000 TV commercials
Pham, Michel T.; Geuens, Maggie; Pelsmacker, Patrick de - In: International journal of research in marketing : IJRM ; … 30 (2013) 4, pp. 383-394
Persistent link: https://www.econbiz.de/10010223386
Cover Image
The influence of the self-regulatory focus on the effectiveness of stop-smoking campaigns for young smokers
Adams, Leen; Faseur, Tine; Geuens, Maggie - 2010
Persistent link: https://www.econbiz.de/10008821774
Cover Image
The influence of the self-regulatory focus on the effectiveness of stop-smoking campaigns for young smokers
Adams, Leen; Faseur, Tineke; Geuens, Maggie - In: Journal of consumer affairs : official publication of … 45 (2011) 2, pp. 275-305
Persistent link: https://www.econbiz.de/10009531764
Cover Image
Co-branding in advertising : the issue of product and brand fit
Geuens, Maggie (contributor); Pecheux, Claude (contributor) - 2006
Persistent link: https://www.econbiz.de/10003332108
Cover Image
Planning and conducting experimental advertising research and questionnaire design
Geuens, Maggie; Pelsmacker, Patrick de - In: Journal of advertising : official publication of the … 46 (2017) 1, pp. 83-100
Persistent link: https://www.econbiz.de/10011686471
Cover Image
On the effectivensss of ego- and other-focused ad-evoked emotions : the moderating impact of product type and personality
Faseur, Tine; Geuens, Maggie - In: International journal of advertising : the quarterly … 31 (2012) 3, pp. 529-546
Persistent link: https://www.econbiz.de/10009581799