Who is the loser when I lose the game? : does losing an advergame have a negative impact on the perception of the brand?

Celina Steffen, Gunnar Mau, and Hanna Schramm-Klein

Year of publication:	2013
Authors:	Steffen, Celina ; Mau, Gunnar ; Schramm-Klein, Hanna
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. 183-195
Subject:	Computerspiel \| Video game \| Werbung \| Advertising \| Werbepsychologie \| Psychology of advertising \| Werbewirkung \| Advertising effects \| Markenimage \| Brand image

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