Effectiveness of in-game advertisements within role-playing games

Luis Guerra, Deepak Saxena

Year of publication:	2022
Authors:	Guerra, Luis ; Saxena, Deepak
Published in:	International journal of electronic marketing and retailing : IJEMR. - Olney, Bucks. : Inderscience Enterprises Ltd., ISSN 1741-1033, ZDB-ID 2251608-6. - Vol. 13.2022, 3, p. 280-299
Subject:	in-game advertising \| prominence \| congruity \| brand recall \| brand recognition \| Werbung \| Advertising \| Werbewirkung \| Advertising effects \| Computerspiel \| Video game \| Markenführung \| Brand management \| Markenartikel \| Brand \| Konsumentenverhalten \| Consumer behaviour \| Product Placement \| Product placement

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