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International research on attention and memory effects of advertising

Rajabi, Mahdi; Pelsmacker, Patrick de; Dens, Nathalie - In: International business, not as usual, (pp. 23-41). 2011

Persistent link: https://www.econbiz.de/10009489285

Does the context really matter, and for whom? : explaining the effects of program liking for an advertiser funded program

Verhellen, Yann; Pelsmacker, Patrick de; Dens, Nathalie - In: Advertising in new formats and media : current research …, (pp. 291-306). 2016

Persistent link: https://www.econbiz.de/10011473427

Media context and advertising effectiveness : the role of context appreciation and context-ad similarity

Pelsmacker, Patrick de (contributor); … - 2002 - [Elektronische Ressource]

Persistent link: https://www.econbiz.de/10001749308

Health versus appearance focus in one- versus two-sided messages discouraging sun tanning

Cornelis, Erlinde; Cauberghe, Verolien; Pelsmacker, … - In: The changing roles of advertising : [extended versions …, (pp. 203-212). 2013

Persistent link: https://www.econbiz.de/10009773034

Involvement, tolerance for ambiguity, and type of service moderate the effectiveness of probability marker usage in service advertising

Banks, Ivana Busljeta; Pelsmacker, Patrick de - In: Journal of advertising : official publication of the … 43 (2014) 2, pp. 196-209

Persistent link: https://www.econbiz.de/10010373219

Emotional advertising : revisiting the role of product category

Geuens, Maggie; Pelsmacker, Patrick de; Faseur, Tine - In: Journal of business research : JBR 64 (2011) 4, pp. 418-426

Persistent link: https://www.econbiz.de/10008859021

Probability markers in Croatian and Belgian advertisements and tolerance for ambiguity

Banks, Ivana Bušljeta; Pelsmacker, Patrick de - In: Handbook of research on international advertising, (pp. 376-397). 2012

Persistent link: https://www.econbiz.de/10009514368

How do people react to mixed emotions in an ad/medium context setting? : the moderating role of discomfort with ambiguity

Janssens, Wim; Pelsmacker, Patrick de - In: International advertising and communication : current …, (pp. 257-278). 2006

Persistent link: https://www.econbiz.de/10003378131

Emotional advertising: revisiting the role of product category

Geuens, Maggie; Pelsmacker, Patrick de; Faseur, Tine - 2010

Persistent link: https://www.econbiz.de/10003977016

Chapter 13 Does the Context Really Matter, and for Whom? Explaining the Effects of Program Liking for an Advertiser Funded Program

Verhellen, Yann; De Pelsmacker, Patrick; Dens, Nathalie - In: Advertising in new formats and media : current research …, (pp. 291-306). 2016

Purpose This study aims to explain how program liking, program connectedness, and product category involvement influence brand attitudes as a result of advertiser funded programming. Methodology/approach We conduct a field study on a panel of real television viewers that were surveyed one week...

Persistent link: https://www.econbiz.de/10015366509