Engaging consumers through branded entertainment and convergent media

Jose Marti Parreno, Carla Ruiz Mafe, and Lisa Scribner, editors

"This book provides an interdisciplinary approach to connecting with the consumer through branding strategies in the entertainment and media fields, featuring information regarding emergent research and techniques"--Provided by publisher.

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Year of publication:	[2015]
Other Persons:	Martí Parreño, José (ed.) ; Ruiz Mafe, Carla (ed.) ; Scribner, Lisa (ed.)
Publisher:	Hershey, Pa. : Business Science Reference, an imprint of IGI Global
Subject:	Beziehungsmarketing \| Relationship marketing \| Markenführung \| Brand management \| Freizeitwirtschaft \| Leisure industries \| Mediensektor \| Media industries \| Kommunikationsmedien \| Communication media \| Product placement

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Extent:	Online-Ressource(PDFs (353 pages))
Series:	Advances in marketing, customer relationship management, and e-services (AMCRMES) book 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