Disclosing the persuasive nature of advergames : moderation effects of mood on brand responses via persuasion knowledge
Eva Adriana van Reijmersdal, Nienke Lammers, Esther Rozendaal and Moniek Buijzen
| Year of publication: |
2015
|
|---|---|
| Authors: | Reijmersdal, Eva A. van ; Lammers, Nienke ; Rozendaal, Esther ; Buijzen, Moniek |
| Published in: |
International journal of advertising : the quarterly review of marketing communications. - Abingdon : Routledge, Taylor & Francis Group, ISSN 0261-9903, ZDB-ID 83205-4. - Vol. 34.2015, 1, p. 70-84
|
| Subject: | advertising | advergames | disclosure | mood | persuasion knowledge | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Computerspiel | Video game | Werbung | Advertising | Markenimage | Brand image | Online-Marketing | Internet marketing | Markenführung | Brand management | Emotion | Werbepsychologie | Psychology of advertising |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011298746