em. prof. dr. Patrick De Pelsmacker
No current affiliation with UGent
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Marketing communications : a European perspective
(2025) -
The processing of native advertising compared to banner advertising : an eye-tracking experiment
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The effects of model ethnicity in charity appeals for local and global charities
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How and when personalized advertising leads to brand attitude, click, and WOM intention
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The effects of brand placement disclosures in fiction
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- Journal Article
- A1
- open access
Valence and attribute repetition in negative sets of online reviews : (when) can positive reviews overcome negative ones?
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What is wrong with advertising research and how can we fix it?
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Which cues influence the perceived usefulness and credibility of an online review? A conjoint analysis
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Brand placement across media : the interaction of placement modality and frequency in film versus text
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Marketing communications : a European perspective
(2021)