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Academic Bibliography

Search 200 years of publications by Ghent University researchers.

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1 – 10 of 305 publications

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Your filters: cql: author="De Pelsmacker, Patrick" or (type any "bookEditor issueEditor" and editor="De Pelsmacker, ...

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- Book Chapter
Hybrid pathways to persuasion : integrating online and offline advertising and consumer behavior

Patrick De Pelsmacker, Gudrun Roose (UGent) and Cristian Buzeta

(2026) Digital Advertising Theory.
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Interactive Ad-ventures : reflecting on the past and exploring future horizons for JIA

Patrick De Pelsmacker and Gudrun Roose (UGent)

(2025) JOURNAL OF INTERACTIVE ADVERTISING. 25(4). p.298-316
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- Book
Marketing communications : a European perspective

Patrick De Pelsmacker (UGent) , Maggie Geuens (UGent) , Joeri Van den Bergh and Gudrun Roose (UGent)

(2025)
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The processing of native advertising compared to banner advertising : an eye-tracking experiment

Freya De Keyzer (UGent) , Nathalie Dens and Patrick De Pelsmacker (UGent)

(2023) ELECTRONIC COMMERCE RESEARCH. 23(3). p.1921-1940
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- Journal Article
- A2
The effects of model ethnicity in charity appeals for local and global charities

Patrick De Pelsmacker (UGent) , Nathalie Dens and Sarah De Meulenaer

(2022) JOURNAL OF NONPROFIT & PUBLIC SECTOR MARKETING. 34(1). p.129-148
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How and when personalized advertising leads to brand attitude, click, and WOM intention

Freya De Keyzer (UGent) , Nathalie Dens and Patrick De Pelsmacker (UGent)

(2022) JOURNAL OF ADVERTISING. 51(1). p.39-56
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The effects of brand placement disclosures in fiction

Yana R. Avramova, Nathalie Dens and Patrick De Pelsmacker (UGent)

(2022) JOURNAL OF ADVERTISING. 51(4). p.450-450
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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?

Ana Isabel Lopes, Nathalie Dens and Patrick De Pelsmacker (UGent)

(2022) JOURNAL OF ELECTRONIC COMMERCE RESEARCH. 23(1). p.1-12
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- Journal Article
- A1
What is wrong with advertising research and how can we fix it?

Patrick De Pelsmacker (UGent)

(2021) INTERNATIONAL JOURNAL OF ADVERTISING. 40(5). p.835-848
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- Book
Marketing communications : a European perspective

Patrick De Pelsmacker (UGent) , Maggie Geuens (UGent) and Joeri Van den Bergh

(2021)

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