Product placement in video games : the effect of brand familiarity and repetition on consumers' memory
José Martí-Parreño & Jesús Bermejo-Berros & Joaquín Aldás-Manzano
| Year of publication: |
May 2017
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|---|---|
| Authors: | Martí-Parreño, José ; Bermejo-Berros, Jesús ; Aldás-Manzano, Joaquín |
| Published in: |
Journal of interactive marketing : a quarterly publication from the Direct Marketing Educational Foundation. - Thousand Oaks, CA : SAGE Publishing, ISSN 1094-9968, ZDB-ID 1424950-9. - Vol. 38.2017, p. 55-63
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| Subject: | Product placement | Video games | Brand familiarity | Repetition | Recall | Recognition | Product Placement | Computerspiel | Video game | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Marketingmanagement | Marketing management |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.intmar.2016.12.001 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011695188