Effectiveness of in-game advertisements within role-playing games
Year of publication: |
2022
|
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Authors: | Guerra, Luis ; Saxena, Deepak |
Published in: |
International journal of electronic marketing and retailing : IJEMR. - Olney, Bucks. : Inderscience Enterprises Ltd., ISSN 1741-1033, ZDB-ID 2251608-6. - Vol. 13.2022, 3, p. 280-299
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Subject: | in-game advertising | prominence | congruity | brand recall | brand recognition | Computerspiel | Video game | Werbewirkung | Advertising effects | Werbung | Advertising | Markenführung | Brand management | Markenartikel | Brand | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour |
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