Did you read the news before playing the advergame? : the effects of priming, persuasion knowledge and placement strength on brand attitude and recall in advergames
Ayşegül Sağkaya Güngör
| Year of publication: |
2020
|
|---|---|
| Authors: | Güngör, Ayşegül Sağkaya |
| Published in: |
International journal of internet marketing and advertising : IJIMA. - Geneva : Inderscience Enterprises Limited, ISSN 1741-8100, ZDB-ID 2145038-9. - Vol. 14.2020, 2, p. 113-134
|
| Subject: | branded entertainment | advergame | advertainment | priming | brand placement | persuasion knowledge | placement prominence | placement strength | Product Placement | Product placement | Werbewirkung | Advertising effects | Computerspiel | Video game | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Online-Marketing | Internet marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1504/IJIMA.2020.107657 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012252806