Publications
Brand placement across media : the interaction of placement modality and frequency in film versus text Ghent University University of Antwerp
The present research employed a 2 x 2 x 2 between-subjects design to investigate the effects of brand placement modality and frequency on brand attitude in two media, namely a short film or a written text featuring the placed brand. The narrative content and placement scenes were held constant. Modality was manipulated by placing the brand either visually or auditorily in the film, and either in the narration or in the dialogue of the text. ...
Which cues influence the perceived usefulness and credibility of an online review? A conjoint analysis Ghent University University of Antwerp KU Leuven
Purpose This study aims to assess the relative importance of the argument strength, argument sidedness, writing quality, number of arguments, rated review usefulness, summary review rating and number of reviews in determining the perceived usefulness and credibility of an online review. Additionally, the authors use insights from the elaboration likelihood model (ELM) to explore the effect of consumers' product category involvement on the cues' ...
What is wrong with advertising research and how can we fix it? Ghent University University of Antwerp
Advertising research is an applied discipline. It should use insights and theories from other disciplines to develop actionable recommendations for contemporary advertising practice, by explaining in a valid way how and why advertising works. I discuss some observations that indicate that part of the current academic advertising literature falls short of this expectation, using information in 330 articles that were published in the International ...
Do personality- and self-congruity matter for the willingness to pay more for ecotourism? An empirical study in Flanders, Belgium Ghent University University of Antwerp
The impact of relational characteristics on consumer responses to word of mouth on social networking sites Ghent University University of Antwerp
Previous research has consistently found an effect of the valence (positive vs. negative) of electronic word of mouth in general and of word of mouth on a social networking site (sWOM) specifically on consumer responses. The current study investigates how interpersonal and person-to-site relational characteristics (homophily, tie strength, and source credibility) moderate this effect on consumer responses to sWOM (behavioral and positive ...