Effects of brand placement strength, prior game playing experience and game involvement on brand recall in advergames
Devika Vashisht and Sreejesh S. (Department of Marketing, IFHE University, Hyderabad, India)
| Year of publication: |
2015
|
|---|---|
| Authors: | Vashisht, Devika ; Sreejesh, S. |
| Published in: |
Journal of Indian business research. - Bingley : Emerald, ISSN 1755-4195, ZDB-ID 2473958-3. - Vol. 7.2015, 3, p. 292-312
|
| Subject: | Advergames | Brand placements | Game involvement | Nature of the game | Need for cognition | Product Placement | Product placement | Computerspiel | Video game | Werbewirkung | Advertising effects | Spieltheorie | Game theory | Konsumentenverhalten | Consumer behaviour | Kognition | Cognition | Markenführung | Brand management | Online-Marketing | Internet marketing | Markenimage | Brand image |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JIBR-11-2014-0082 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011413307