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Mapping between placement strategies and placed product attributes in television programs

Chan, Fong Yee - In: Journal of marketing communications 26 (2020) 7, pp. 780-798

Persistent link: https://www.econbiz.de/10012314017

The effect of video game placements on brand attitude

Kuhn, Kerri-Ann L.; Pope, Nigel K. Ll. - 2011

Persistent link: https://www.econbiz.de/10010191075

External brand placement : the effects on game players' processing of an in-game brand

Kim, Eunice; Eastin, Matthew S. - In: Journal of promotion management : JPM 21 (2015) 3, pp. 391-411

Persistent link: https://www.econbiz.de/10011305215

Effects of brand placement strength, prior game playing experience and game involvement on brand recall in advergames

Vashisht, Devika; Sreejesh, S. - In: Journal of Indian business research 7 (2015) 3, pp. 292-312

Persistent link: https://www.econbiz.de/10011413307

The effect of nature of online advergames on gamers' ad-persuasion : moderating roles of game-involvement and need for cognition

Vashisht, Devika; Sreejesh, S. - In: International journal of internet marketing and … 10 (2016) 3, pp. 171-185

Persistent link: https://www.econbiz.de/10011665138

How gamers process in-game brand placements under different game-involvement conditions

Vashisht, Devika - In: Management research review 40 (2017) 4, pp. 471-490

Persistent link: https://www.econbiz.de/10011707377

Did you read the news before playing the advergame? : the effects of priming, persuasion knowledge and placement strength on brand attitude and recall in advergames

Güngör, Ayşegül Sağkaya - In: International journal of internet marketing and … 14 (2020) 2, pp. 113-134

Persistent link: https://www.econbiz.de/10012252806

Brand placements in video games : how local in-game experiences influence brand attitudes

Ingendahl, Moritz; Vogel, Tobias; Mädche, Alexander; … - In: Psychology & marketing 40 (2023) 2, pp. 274-287

Persistent link: https://www.econbiz.de/10014290543

Product Placement Advertising in Online Games : Implications of Social Interactions

Shin, Woochoel; Zhao, Huazhong; Xie, Jinhong - 2015

Product placement campaigns are increasingly hosted in online games such as social network games and mobile games, where game players interact with each other while playing the game. In this paper, we examine the implications of game players’ social interactions for the product placement...

Persistent link: https://www.econbiz.de/10014134323

What can influence the consumers' online word-of-mouth? : an online gaming perspective

Liao, Shu-hsien; Chung, Yu-chun; Chang, Wen-jung - In: International journal of services technology and management 19 (2013) 4/5/6, pp. 278-293

Persistent link: https://www.econbiz.de/10009791681