Brand embeddedness in advergames through brand-game congruence and brand prominence : a typology of ways to design a game around a brand
Amélie Joassard and Sonia Capelli
| Year of publication: |
2024
|
|---|---|
| Authors: | Joassard, Amélie ; Capelli, Sonia |
| Subject: | advergame | congruence | embeddedness | prominence | Computerspiel | Video game | Markenimage | Brand image | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Online-Marketing | Internet marketing | Werbung | Advertising | Markenartikel | Brand |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/02650487.2024.2305529 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015194146