Nathalie Dens

Professor of Marketing

Forthcoming publications

Bušljeta Banks, Ivana, Dens, Nathalie & De Pelsmacker, Patrick (in press). The influence of gender on the effectiveness of probability markers in advertising. International Journal of Advertising.

De Keyzer, Freya, Dens, Nathalie & De Pelsmacker. Is this for me? How consumers respond to personalized advertising on Facebook. Conditionally accepted for Journal of Interactive Advertising.

De Meulenaer, Sarah, Dens, Nathalie & De Pelsmacker, Patrick (in press). Which advertising cues cause consumers to perceive brands as more global? A conjoint analysis. International Marketing Review.

Dens, Nathalie & De Pelsmacker, Patrick (online first). Does poor fit always lead to negative evaluations? Extension advertising and perceived brand quality, International Journal of Advertising, online first, DOI: 10.1080/02650487.2015.1057924.

Verhellen, Yann, De Pelsmacker, Patrick & Dens, Nathalie (in press). The impact of a branded entertainment television program on consumers’ brand attitude: A longitudinal field study. In: P. W. J. Verlegh, H. Voorveld & M. Eisend (Eds.), Advances in Advertising Research (Vol. VI). Berlin, Germany: Springer.

Verhellen, Yann, De Pelsmacker, Patrick & Dens, Nathalie (in press). The impact of branded entertainment on consumers’ brand attitude. In: P. De Pelsmacker (Ed.), Handbook of Research on New Advertising Formats. Emerald.

Verhellen, Yann, Eelen, Jiska, Dens, Nathalie & De Pelsmacker, Patrick. The short and long term impact of brand placement in an Advertiser Funded TV Program on viewers’ attitudes towards the sponsor brand and its main competitor. Conditionally accepted for International Journal of Advertising.

Verhellen, Yann, Dens, Nathalie & De Pelsmacker, Patrick (online first). A longitudinal content analysis of gender role portrayal in Belgian television advertising. Journal of Marketing Communications, online first. DOI: 10.1080/13527266.2013.871321.

Verhellen, Yann, Dens, Nathalie & De Pelsmacker, Patrick (online first). Do I know you? How brand familiarity and perceived fit affect consumers’ attitudes towards brands placed in movies. Marketing Letters, online first. DOI: 10.1080/13527266.2013.87132110.1007/s11002-015-9347-0.

 

For a complete overview of publications, please consult my Academic Bibliography.