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31.
  • DO YOU LIKE WHAT YOU RECOGN... DO YOU LIKE WHAT YOU RECOGNIZE? The Effects of Brand Placement Prominence and Movie Plot Connection on Brand Attitude as Mediated by Recognition
    Dens, Nathalie; De Pelsmacker, Patrick; Wouters, Marijke ... Journal of advertising, 09/2012, Volume: 41, Issue: 3
    Journal Article
    Peer reviewed

    This study represents a field experiment on the effectiveness of brand placements in movies. The authors investigate the interaction effect of prominence (how prominently the brand is represented in ...
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32.
  • Does poor fit always lead t... Does poor fit always lead to negative evaluations? Extension advertising and perceived brand quality
    Dens, Nathalie; De Pelsmacker, Patrick International journal of advertising, 05/2016, Volume: 35, Issue: 3
    Journal Article
    Peer reviewed
    Open access

    This article investigates the moderating roles of advertising strategy (relational vs. elaborational) and perceived parent brand quality on the influence that parent brand-extension fit exerts on ...
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33.
  • The Effects of Brand Placem... The Effects of Brand Placement Disclosures in Fiction
    Avramova, Yana R.; Dens, Nathalie; De Pelsmacker, Patrick Journal of advertising, 08/2022, Volume: 51, Issue: 4
    Journal Article
    Peer reviewed
    Open access

    The present study is the first to explore the effects of brand placement disclosures in fiction. Prior to reading a short story featuring an unfamiliar brand, participants were exposed to either a ...
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34.
  • Do I know you? How brand fa... Do I know you? How brand familiarity and perceived fit affect consumers' attitudes towards brands placed in movies
    Verhellen, Yann; Dens, Nathalie; De Pelsmacker, Patrick Marketing letters, 09/2016, Volume: 27, Issue: 3
    Journal Article
    Peer reviewed
    Open access

    The present study uses Associative Network Theory to construct a model that explains effects of brand placement in movies. Based on a field experiment (n= 167), we investigate the effects of plot ...
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  • How consumers' values influ... How consumers' values influence responses to male and female gender role stereotyping in advertising
    De Meulenaer, Sarah; Dens, Nathalie; De Pelsmacker, Patrick ... International journal of advertising, 11/2018, Volume: 37, Issue: 6
    Journal Article
    Peer reviewed
    Open access

    The present study aims to explore the moderating effect of culture-related values on responses to male and female gender role stereotyping in advertising. Based on an experiment in Sweden (n = 507) ...
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37.
  • Consumer response to differ... Consumer response to different advertising appeals for new products: The moderating influence of branding strategy and product category involvement
    Dens, Nathalie; De Pelsmacker, Patrick The journal of brand management, 09/2010, Volume: 18, Issue: 1
    Journal Article
    Peer reviewed

    The aim of this study is to investigate interaction effects between branding strategy (new brand versus established brand), advertising execution strategies (informational, positive emotional and ...
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Available for: CEKLJ, UL
38.
  • Which cues influence the pe... Which cues influence the perceived usefulness and credibility of an online review? A conjoint analysis
    Lopes, Ana Isabel; Dens, Nathalie; De Pelsmacker, Patrick ... Online information review, 01/2021, Volume: 45, Issue: 1
    Journal Article
    Peer reviewed
    Open access

    PurposeThis study aims to assess the relative importance of the argument strength, argument sidedness, writing quality, number of arguments, rated review usefulness, summary review rating and number ...
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  • Is webcare good for busines... Is webcare good for business? A study of the effect of managerial response strategies to online reviews on hotel bookings
    Lopes, Ana Isabel; Malthouse, Edward C.; Dens, Nathalie ... Journal of service management, 02/2024, Volume: 35, Issue: 6
    Journal Article
    Peer reviewed
    Open access

    PurposeEngaging in webcare, i.e. responding to online reviews, can positively affect consumer attitudes, intentions and behavior. Research is often scarce or inconsistent regarding the effects of ...
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  • VALENCE AND ATTRIBUTE REPET... VALENCE AND ATTRIBUTE REPETITION IN NEGATIVE SETS OF ONLINE REVIEWS: (WHEN) CAN POSITIVE REVIEWS OVERCOME NEGATIVE ONES?
    Lopes, Ana Isabel; Dens, Nathalie; De Pelsmacker, Patrick Journal of electronic commerce research, 01/2022, Volume: 23, Issue: 1
    Journal Article
    Peer reviewed

    Review set valence (the degree of negativity or positivity of a set of online reviews) strongly determines review readers' responses. Previous research has mainly considered the mere number of ...
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