Extent: | Online-Ressource(PDFs (353 pages)) |
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Series: | |
Type of publication: | Book / Working Paper |
Type of publication (narrower categories): | Sammelwerk ; Collection of articles of several authors |
Language: | English |
Notes: | "Premier reference source"--Cover Includes bibliographical references and index Systemvoraussetzungen: PDF-Reader Branded entertainment: past, present, and future / José Martí-Parreño, Carla Ruiz-Mafé, Lisa L. ScribnerA classification of branded entertainment based on psychological levels of processing / Jesús Bermejo-Berros Author-as-franchise-product: Edgar Rice Burroughs Inc and Tarzan as historical branded entertainment / Matthew Freeman A theoretical model for the study of persuasive communication through digital games / Teresa de la Hera Conde-Pumpido The role of online social interaction in the recommendation of a brand community / Cleopatra Veloutsou, Laurence Dessart, Georgia Maria Arvaniti Deep and shallow gamification in marketing: thin evidence and the forgotten powers of really good games / Andreas Lieberoth, Max Møller, Andreea Catalina Marin Product placement in video games: image transference among emotions / Inés Küster [and 4 others] Sitcoms make you laugh and recycle: exploring the concept of behavior placements / Christine Kowalczyk, Jennifer Martinez Product placement in the pharmaceutical industry: the case of Sinemet in ER / Jose Enrique De la rubia Orti [and 3 others] How branded entertainment shapes consumers' brand attitudes: evidence from an advertiser-funded program / Yann Verhellen, Nathalie Dens, Patrick De Pelsmacker Brand perception and its relation to perceived performance of a public sports service / Mario Alguacil Jiménez [and 3 others] User-generated-content: concept, typology, and marketing outcomes / José Martí-Parreño, Lisa L. Scribner, Carla Ruiz-Mafé Involving customers through co-creation: an approach from the fashion industry / Desamparados Pardo-Cuenca, Vicente Javier Prado-Gascó. |
ISBN: | 1-4666-8343-0 ; 978-1-4666-8343-3 ; 1-4666-8342-2 ; 978-1-4666-8342-6 |
Other identifiers: | 10.4018/978-1-4666-8342-6 [DOI] |
Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011304604