Are they really persuaded with the brand embedded in the game? : analyzing the effects of nature of game, brand prominence and game-product congruence
Devika Vashisht (Department of Marketing and Strategy, IBS Hyderabad, Hyderabad, India), and Sreejesh S. Pillai (School of Management Studies, Cochin University of Science and Technology, Kochi, India)
| Year of publication: |
2016
|
|---|---|
| Authors: | Vashisht, Devika ; Pillai, Sreejesh S. |
| Published in: |
Journal of research in interactive marketing : interactive marketing and computer-mediated communication. - Bingley : Emerald, ISSN 2040-7122, ZDB-ID 2551662-0. - Vol. 10.2016, 3, p. 249-264
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| Subject: | Branding | Advertising | Online advertising | Brand prominence | Persuasion | Advertising management | Game-product congruence | Advergames | Nature of game | Markenführung | Brand management | Werbewirkung | Advertising effects | Online-Marketing | Internet marketing | Computerspiel | Video game | Konsumentenverhalten | Consumer behaviour | Werbung | Spieltheorie | Game theory | Markenimage | Brand image | Markenartikel | Brand | Marketingmanagement | Marketing management |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JRIM-04-2015-0026 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://ebvufind01.dmz1.zbw.eu/10011567084