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Level up! : the role of progress feedback type for encouraging intrinsic motivation and positive brand attitudes in public versus private gaming contexts

Siemens, Jennifer Christie; Smith, Scott; Fisher, Dan; … - In: Journal of interactive marketing : a quarterly … 32 (2015), pp. 1-12

Persistent link: https://www.econbiz.de/10011422760

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 in-game virtual direct experience (VDE) on reactions to real-world brands

Dardis, Frank E.; Schmierbach, Mike; Ahern, Lee; … - In: Journal of promotion management : JPM 21 (2015) 3, pp. 313-334

Persistent link: https://www.econbiz.de/10011305231

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

Effect of game-interactivity and congruence on presence and brand attitude

Vashisht, Devika; Chauhan, Abhishek - In: Marketing intelligence & planning 35 (2017) 6, pp. 789-804

Persistent link: https://www.econbiz.de/10011797979

Effects of in-game brand congruity on esports consumers' implicit and explicit memory

Hwang, Yongjin; Watanabe, Nicholas Masafumi; Nagel, Mark S. - In: International journal of sports marketing & sponsorship 24 (2023) 1, pp. 108-128

Persistent link: https://www.econbiz.de/10014232451

Moving beyond the content : the role of contextual cues in the effectiveness of gamification of advertising

Sreejesh, S.; Ghosh, Tathagata; Dwivedi, Yogesh K. - In: Journal of business research : JBR 132 (2021), pp. 88-101

Persistent link: https://www.econbiz.de/10012581567

How ad congruity and interactivity affect fantasy game players' attitude toward in-game advertising

Pelsmacker, Patrick de; Dens, Nathalie; Verberckmoes, Shana - In: Journal of electronic commerce research : JECR 20 (2019) 1, pp. 55-74

Persistent link: https://www.econbiz.de/10012156394

Winning the ad battle : exploring the influence of subtle design elements and gaming platform on consumer attention and brand memory in in-game advertising

Sreejesh, S.; Ghosh, Tathagata - In: Australasian marketing journal : AMJ ; official journal … 33 (2025) 1, pp. 35-46

Persistent link: https://www.econbiz.de/10015327206

Branding fashion through gameplay : the branded gaming and the cool dynamics in the fashion markets. A game-theory approach

Alanadoly, Alshaimaa Bahgat; Suha Fouad Salem - In: European journal of management and business economics : … 33 (2024) 4, pp. 394-410

Purpose The aim of this study was to investigate the role of immersive gaming on brand coolness and brand equity, with particular emphasis on fashion gaming collaborations. We used game theory as a theoretical framework to analyse immersive branding strategies and gain a deeper understanding of...

Persistent link: https://www.econbiz.de/10015130645