Are you able to recall the brand? : the impact of brand prominence, game involvement and persuasion knowledge in online-advergames
Year of publication: |
2017
|
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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
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Subject: | Media | Brand awareness | Advertising | Experimental design | Video games | Online buying behavior | Computerspiel | Video game | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Experiment | Markenimage | Brand image | Markenführung | Brand management | Werbung | Online-Marketing | Internet marketing |
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