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
Year of publication: |
2020
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Authors: | Güngör, Ayşegül Sağkaya |
Published in: |
International journal of internet marketing and advertising : IJIMA. - Geneva : Inderscience Enterprises Limited, ISSN 1741-8100, ZDB-ID 2145038-9. - Vol. 14.2020, 2, p. 113-134
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Subject: | branded entertainment | advergame | advertainment | priming | brand placement | persuasion knowledge | placement prominence | placement strength | Product Placement | Product placement | Computerspiel | Video game | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Online-Marketing | Internet marketing | Markenführung | Brand management |
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