prof. dr. Patrick De Pelsmacker
- Work address
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Tweekerkenstraat 2
9000 Gent - Patrick.DePelsmacker@UGent.be
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Motivations to use different social media types and their impact on consumer brand engagement
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Personalized advertising on Facebook : the role of perceived relevance, intrusiveness, information control and privacy protection
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The effect of brand integration and brand interactivity on young teenagers’ brand memory, brand attitude and willingness to share personal data
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Brand placement in fiction : the role of stylistic devices in placement effects on attitude towards familiar and unfamiliar brands
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The determinants of the adoption intention of eco-friendly functional food in different market segments
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Effects of country-of-origin stereotypes on consumer responses to product-harm crises
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Digital marketing strategies, online reviews and hotel performance
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Better together? Harnessing the power of brand placement through program sponsorship messages
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Don’t be so emotional! How tone of voice and service type affect the relationship between message valence and consumer responses to WOM in social media
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Co-creating advertising literacy awareness campaigns for minors