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~person:"Ghosh, Tathagata"
~subject:"E-learning"
~subject:"Konsumentenverhalten"
~subject:"Online-Marketing"
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E-learning
Konsumentenverhalten
Online-Marketing
Advertising effects
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Computerspiel
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Video game
5
Werbewirkung
5
Consumer behaviour
4
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3
Brand
3
Brand image
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Brand management
3
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Brand attitude
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Game theory
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In-game advertising
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Advergame
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Cognition
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Ghosh, Tathagata
Sreejesh, S.
9
Vashisht, Devika
7
Dwivedi, Yogesh Kumar
6
Dwyer, Brendan
6
Breuer, Markus
4
Buchanan-Oliver, Margo
4
Görlich, Daniel
4
Hernandez, Monica D.
4
Kim, Yongjae
4
Ponnet, Koen
4
Reijmersdal, Eva A. van
4
Seo, Yuri
4
Terlutter, Ralf
4
Vanwesenbeeck, Ini
4
Waiguny, Martin K. J.
4
Walrave, Michel
4
Bellman, Steven
3
Borowiecki, Karol Jan
3
Buijzen, Moniek
3
Drayer, Joris
3
Evans, Nathaniel J.
3
Gandhi, Ashvin
3
Giuliano, Paola
3
Guan, Eric
3
Hwang, Yongjin
3
Kaimann, Daniel
3
Keefer, Quinn Andrew Wesley
3
Khosrowpour, Mehdi
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Kim, Sang Jin
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Ko, Yong Jae
3
Mai, Enping
3
McDonald, Chase
3
Ozuem, Wilson
3
Pagel, Michaela
3
Tasoff, Joshua
3
Yang, Jun
3
Badrinarayanan, Vishag A.
2
Barnes, Stuart
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Journal of business research : JBR
2
Journal of interactive marketing : a quarterly publication from the Direct Marketing Educational Foundation
2
Psychology & marketing
1
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ECONIS (ZBW)
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Brands in a game or a game for brands? : comparing the persuasive effectiveness of in-game advertising and advergames
Ghosh, Tathagata
;
Sreejesh, S.
;
Dwivedi, Yogesh Kumar
- In:
Psychology & marketing
39
(
2022
)
12
,
pp. 2328-2348
Persistent link: https://www.econbiz.de/10013465194
Saved in:
2
Brand logos versus brand names : a comparison of the memory effects of textual and pictorial brand elements placed in computer games
Ghosh, Tathagata
;
Sreejesh, S.
;
Dwivedi, Yogesh Kumar
- In:
Journal of business research : JBR
147
(
2022
),
pp. 222-235
Persistent link: https://www.econbiz.de/10013271486
Saved in:
3
Moving beyond the content : the role of contextual cues in the effectiveness of gamification of advertising
Sreejesh, S.
;
Ghosh, Tathagata
;
Dwivedi, Yogesh Kumar
- In:
Journal of business research : JBR
132
(
2021
),
pp. 88-101
Persistent link: https://www.econbiz.de/10012581567
Saved in:
4
Examining the deferred effects of gaming platform and game speed of advergames on memory, attitude, and purchase intention
Ghosh, Tathagata
;
Sreejesh, S.
;
Dwivedi, Yogesh Kumar
- In:
Journal of interactive marketing : a quarterly …
55
(
2021
),
pp. 52-66
Persistent link: https://www.econbiz.de/10013041309
Saved in:
5
Winning versus not losing : exploring the effects of in-game advertising outcome on its effectiveness
Ghosh, Tathagata
- In:
Journal of interactive marketing : a quarterly …
36
(
2016
),
pp. 134-147
Persistent link: https://www.econbiz.de/10011616023
Saved in:
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