Are you able to recall the brand? : the impact of brand prominence, game involvement and persuasion knowledge in online-advergames
Devika Vashisht and Sreejesh S. Pillai
| Year of publication: |
2017
|
|---|---|
| Authors: | Vashisht, Devika ; Pillai, Sreejesh S. |
| Published in: |
The journal of product & brand management. - Bradford : Emerald, ISSN 1061-0421, ZDB-ID 1216417-3. - Vol. 26.2017, 4, p. 402-414
|
| Subject: | Media | Brand awareness | Advertising | Experimental design | Video games | Online buying behavior | Computerspiel | Video game | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Markenführung | Brand management | Markenimage | Brand image | Werbung | Experiment | Online-Marketing | Internet marketing | Marketingmanagement | Marketing management | Spieltheorie | Game theory |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JPBM-02-2015-0811 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011777388