Brand logos versus brand names : a comparison of the memory effects of textual and pictorial brand elements placed in computer games
Tathagata Ghosh, S. Sreejesh, Yogesh K. Dwivedi
| Year of publication: |
2022
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|---|---|
| Authors: | Ghosh, Tathagata ; Sreejesh, S. ; Dwivedi, Yogesh K. |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 147.2022, p. 222-235
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| Subject: | Brand logo | Brand memory | Brand name | In-game advertising | Picture superiority effect | Markenartikel | Brand | Markenführung | Brand management | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Computerspiel | Video game | Markenimage | Brand image | Werbung | Advertising | Marketingmanagement | Marketing management |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2022.04.017 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013271486