Impact of flow on recognition of and attitudes towards in-game brand placements : brand congruence and placement prominence as moderators
Iris Vermeir and Snezhanka Kazakova; Tina Tessitore; Verolien Cauberghe and Hendrik Slabbinck
| Year of publication: |
2014
|
|---|---|
| Authors: | Vermeir, Iris ; Kazakova, Snezhanka ; Tessitore, Tina ; Cauberghe, Verolien ; Slabbinck, Hendrik |
| Published in: |
International journal of advertising : the quarterly review of marketing communications. - Abingdon : Routledge, Taylor & Francis Group, ISSN 0261-9903, ZDB-ID 83205-4. - Vol. 33.2014, 4, p. 785-810
|
| Subject: | Product Placement | Product placement | Computerspiel | Video game | Werbung | Advertising | Markenimage | Brand image | Interaktive Medien | Interactive media | Werbepsychologie | Psychology of advertising |
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