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Are they really persuaded with the brand embedded in the game? : analyzing the effects of nature of game, brand prominence and game-product congruence

Vashisht, Devika; Pillai, Sreejesh S. - In: Journal of research in interactive marketing : … 10 (2016) 3, pp. 249-264

Persistent link: https://www.econbiz.de/10011567084

Cheap Talk Advertising in Auctions

Jewitt, Ian; Li, Daniel Z. - 2021

centre of a Hotelling line. Finally, we provide three applications of our results to monopoly advertising under a uniform …

Persistent link: https://www.econbiz.de/10013250400

Competitive Persuasive Advertising Under Consumer Loss Aversion

März, Oliver - 2019

I present a model to describe the effects of persuasive advertising targeted at consumers with expectation …-based reference-dependent preferences. Persuasive advertising is competitive and increases the salience of advertised products while … deflated. I show that under moderate levels of loss aversion and product differentiation persuasive advertising has strictly …

Persistent link: https://www.econbiz.de/10012865584

Effects of brand congruity and game difficulty on gamers' response to advertising in sport video games

Hwang, Yongjin; Ballouli, Khalid; So, Kevin; Heere, Bob - In: Journal of sport management : the official journal of … 31 (2017) 5, pp. 480-496

Persistent link: https://www.econbiz.de/10011823053

Can Pokémon GO catch brands? : the fit effect of game characters and brands on efficacy of brand communications

Kim, Dong Hoo; Kim, Seoyeon; Song, Doori - In: Journal of marketing communications 25 (2019) 6, pp. 645-660

Persistent link: https://www.econbiz.de/10012203354

Are you able to recall the brand? : the impact of brand prominence, game involvement and persuasion knowledge in online-advergames

Vashisht, Devika; Pillai, Sreejesh S. - In: The journal of product & brand management 26 (2017) 4, pp. 402-414

Persistent link: https://www.econbiz.de/10011777388

When should a retailer invest in brand advertising?

Pnevmatikos, Nikolaos; Vardar, Baris; Zaccour, Georges - In: European journal of operational research : EJOR 267 (2018) 2, pp. 754-764

Persistent link: https://www.econbiz.de/10011812741

Interplays between manufacturer advertising and retailer store brand introduction : agency vs. wholesale contracts

Shen, Qichao; He, Bo; Qing, Qiankai - In: Journal of retailing and consumer services 64 (2022), pp. 1-17

Persistent link: https://www.econbiz.de/10013209532

Elastic contests and the robustness of the all-pay auction

Ewerhart, Christian - 2014 - Revised version: May 5, 2014

This paper studies a large class of imperfectly discriminating contests, referred to as elastic contests, that induce players to either overbid a standing bid or to abstain from bidding altogether. Many common forms of contest are elastic. In any equilibrium of an elastic contest, there is...

Persistent link: https://www.econbiz.de/10010360312

Brand imitation: a dynamic-game approach

Crettez, Bertrand; Hayek, Naila; Zaccour, Georges - In: International journal of production economics 205 (2018), pp. 139-155

Persistent link: https://www.econbiz.de/10011931420