How gamers process in-game brand placements under different game-involvement conditions
Year of publication: |
2017
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Authors: | Vashisht, Devika |
Published in: |
Management research review. - Bingley : Emerald, ISSN 2040-8269, ZDB-ID 2535152-7. - Vol. 40.2017, 4, p. 471-490
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Subject: | Need for cognition | Brand prominence | Online advertising | Brand placements | Game-involvement | In-game advertising | Product Placement | Product placement | Werbewirkung | Advertising effects | Online-Marketing | Internet marketing | Markenführung | Brand management | Computerspiel | Video game | Konsumentenverhalten | Consumer behaviour | Niederlande | Netherlands | Markenimage | Brand image | Kognition | Cognition |
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