Get in the game : the effects of game-product congruity and product placement proximity on game players' processing of brands embedded in advergames
Sara Peters and Glenn Leshner
| Year of publication: |
2013
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|---|---|
| Authors: | Peters, Sara ; Leshner, Glenn |
| Published in: |
Journal of advertising : official publication of the American Academy of Advertising. - Philadelphia, Pa. : Taylor & Francis, ISSN 0091-3367, ZDB-ID 435192-7. - Vol. 42.2013, 2/3, p. 113-130
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| Subject: | Product Placement | Product placement | Computerspiel | Video game | Markenartikel | Brand | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management |