External brand placement : the effects on game players' processing of an in-game brand
Eunice Kim; Matthew S. Eastin
| Year of publication: |
2015
|
|---|---|
| Authors: | Kim, Eunice ; Eastin, Matthew S. |
| Published in: |
Journal of promotion management : JPM. - Binghamton, NY : Haworth Press, ISSN 1049-6491, ZDB-ID 1328445-9. - Vol. 21.2015, 3, p. 391-411
|
| Subject: | brand placement | brand memory | brand attitude | in-game advertising | involvement | limited capacity model (LCM) | Product Placement | Product placement | Werbewirkung | Advertising effects | Computerspiel | Video game | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Markenführung | Brand management | Markenimage | Brand image | Werbung | Advertising |
| Extent: | Ill. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011305215