The role of customization, brand trust, and privacy concerns in advergaming
Year of publication: |
2017
|
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Authors: | Wottrich, Verena M. ; Verlegh, Peeter ; Smit, Edith G. |
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. 36.2017, 1, p. 60-81
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Subject: | advergame customization | brand trust | privacy concerns | personal information disclosure | brand attitude | Datenschutz | Data protection | Beziehungsmarketing | Relationship marketing | Vertrauen | Confidence | Konsumentenverhalten | Consumer behaviour | Computerspiel | Video game | Markenführung | Brand management | Online-Marketing | Internet marketing |
Type of publication: | Article |
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Type of publication (narrower categories): | Konferenzbeitrag ; Conference paper ; Aufsatz in Zeitschrift ; Article in journal |
Language: | English |
Other identifiers: | 10.1080/02650487.2016.1186951 [DOI] |
Source: | ECONIS - Online Catalogue of the ZBW |
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