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Context matters : modeling the impact of context perceptions on the effectiveness of brand placement

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Keywords
ACCESSIBILITY-DIAGNOSTICITY PERSPECTIVE, PRODUCT PLACEMENTS, ADVERTISING, EFFECTIVENESS, CELEBRITY ENDORSER, PLOT CONNECTION, PROMINENCE, ATTITUDES, MEMORY, INFORMATION, CONGRUENCE

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Citation

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MLA
Verhellen, Yann, Nathalie Dens, and Patrick De Pelsmacker. “Context Matters : Modeling the Impact of Context Perceptions on the Effectiveness of Brand Placement.” Advances in Advertising Research, Vol V: Extending the Boundaries of Advertising. Wiesbaden: Gabler Verlag/springer Fachmedien, 2015. 143–157. Print.
APA
Verhellen, Y., Dens, N., & De Pelsmacker, P. (2015). Context matters : modeling the impact of context perceptions on the effectiveness of brand placement. ADVANCES IN ADVERTISING RESEARCH, VOL V: EXTENDING THE BOUNDARIES OF ADVERTISING (pp. 143–157). Presented at the 12th International Conference on Research in Advertising (ICORIA), Wiesbaden: Gabler Verlag/springer Fachmedien.
Chicago author-date
Verhellen, Yann, Nathalie Dens, and Patrick De Pelsmacker. 2015. “Context Matters : Modeling the Impact of Context Perceptions on the Effectiveness of Brand Placement.” In Advances in Advertising Research, Vol V: Extending the Boundaries of Advertising, 143–157. Wiesbaden: Gabler Verlag/springer Fachmedien.
Chicago author-date (all authors)
Verhellen, Yann, Nathalie Dens, and Patrick De Pelsmacker. 2015. “Context Matters : Modeling the Impact of Context Perceptions on the Effectiveness of Brand Placement.” In Advances in Advertising Research, Vol V: Extending the Boundaries of Advertising, 143–157. Wiesbaden: Gabler Verlag/springer Fachmedien.
Vancouver
1.
Verhellen Y, Dens N, De Pelsmacker P. Context matters : modeling the impact of context perceptions on the effectiveness of brand placement. ADVANCES IN ADVERTISING RESEARCH, VOL V: EXTENDING THE BOUNDARIES OF ADVERTISING. Wiesbaden: Gabler Verlag/springer Fachmedien; 2015. p. 143–57.
IEEE
[1]
Y. Verhellen, N. Dens, and P. De Pelsmacker, “Context matters : modeling the impact of context perceptions on the effectiveness of brand placement,” in ADVANCES IN ADVERTISING RESEARCH, VOL V: EXTENDING THE BOUNDARIES OF ADVERTISING, Zagreb Sch Econ & Management, Zagreb, CROATIA, 2015, pp. 143–157.
@inproceedings{8524407,
  author       = {Verhellen, Yann and Dens, Nathalie and De Pelsmacker, Patrick},
  booktitle    = {ADVANCES IN ADVERTISING RESEARCH, VOL V: EXTENDING THE BOUNDARIES OF ADVERTISING},
  isbn         = {978-3-658-08132-4},
  keywords     = {ACCESSIBILITY-DIAGNOSTICITY PERSPECTIVE,PRODUCT PLACEMENTS,ADVERTISING,EFFECTIVENESS,CELEBRITY ENDORSER,PLOT CONNECTION,PROMINENCE,ATTITUDES,MEMORY,INFORMATION,CONGRUENCE},
  language     = {eng},
  location     = {Zagreb Sch Econ & Management, Zagreb, CROATIA},
  pages        = {143--157},
  publisher    = {Gabler Verlag/springer Fachmedien},
  title        = {Context matters : modeling the impact of context perceptions on the effectiveness of brand placement},
  url          = {http://dx.doi.org/10.1007/978-3-658-08132-4_11},
  year         = {2015},
}

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