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subject:"Online-Marketing"
~person:"Vashisht, Devika"
~person:"Yoon, Sukki"
~subject:"Computerspiel"
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Online-Marketing
Computerspiel
Internet marketing
9
Video game
9
Brand image
8
Markenimage
8
Advertising effects
7
Consumer behaviour
7
Konsumentenverhalten
7
Werbewirkung
7
Brand management
6
Markenführung
6
Advertising
4
Werbung
4
Advergames
3
Cognition
3
Experiment
3
Kognition
3
Product Placement
3
Product placement
3
Brand placements
2
Brand prominence
2
Game theory
2
Game-product congruence
2
In-game advertising
2
Need for cognition
2
Online advertising
2
South Korea
2
Spieltheorie
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Südkorea
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USA
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United States
2
Adolescence
1
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1
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1
Brand attitude
1
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Branding
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Vashisht, Devika
Yoon, Sukki
Castronova, Edward
20
Ward, Michael R.
14
Storz, Cornelia
10
Sreejesh, S.
9
Claussen, Jörg
8
Kretschmer, Tobias
8
Cox, Joe
7
Engelstätter, Benjamin
7
Reijmersdal, Eva A. van
7
Terlutter, Ralf
7
Wagner, Gert G.
7
Aguzzoni, Luca
6
Argentesi, Elena
6
Bell, Mark W.
6
Buccirossi, Paolo
6
Ciari, Lorenzo
6
Duso, Tomaso
6
Dwivedi, Yogesh Kumar
6
Dwyer, Brendan
6
Harviainen, J. Tuomas
6
Hernandez, Monica D.
6
Kolb, Albert
6
Müller-Lietzkow, Jörg
6
Oechssler, Joerg
6
Pabilonia, Sabrina Wulff
6
Pavenkov, Oleg
6
Pelsmacker, Patrick de
6
Rubtcova, Mariia
6
Scholz, Tobias M.
6
Teipen, Christina
6
Waiguny, Martin K. J.
6
Zackariasson, Peter
6
Breuer, Markus
5
Buijzen, Moniek
5
Cauberghe, Verolien
5
Dürsch, Peter
5
Franses, Philip Hans
5
Ghosh, Tathagata
5
Gretz, Richard T.
5
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International journal of internet marketing and advertising : IJIMA
1
Journal of Indian business research
1
Journal of business research : JBR
1
Journal of consumer behaviour : an international research review
1
Journal of research in interactive marketing : interactive marketing and computer-mediated communication
1
Management research review
1
Marketing intelligence & planning
1
The journal of product & brand management
1
Young consumers : insight and ideas for responsible marketers
1
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ECONIS (ZBW)
9
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1
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9
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1
Effect of game-interactivity and congruence on presence and brand attitude
Vashisht, Devika
;
Chauhan, Abhishek
- In:
Marketing intelligence & planning
35
(
2017
)
6
,
pp. 789-804
Persistent link: https://www.econbiz.de/10011797979
Saved in:
2
Are you able to recall the brand? : the impact of brand prominence, game involvement and persuasion knowledge in online-advergames
Vashisht, Devika
;
Pillai, Sreejesh S.
- In:
The journal of product & brand management
26
(
2017
)
4
,
pp. 402-414
Persistent link: https://www.econbiz.de/10011777388
Saved in:
3
How gamers process in-game brand placements under different game-involvement conditions
Vashisht, Devika
- In:
Management research review
40
(
2017
)
4
,
pp. 471-490
Persistent link: https://www.econbiz.de/10011707377
Saved in:
4
The effect of nature of online advergames on gamers' ad-persuasion : moderating roles of game-involvement and need for cognition
Vashisht, Devika
;
Sreejesh, S.
- In:
International journal of internet marketing and …
10
(
2016
)
3
,
pp. 171-185
Persistent link: https://www.econbiz.de/10011665138
Saved in:
5
Are they really persuaded with the brand embedded in the game? : analyzing the effects of nature of game, brand prominence and game-product congruence
Vashisht, Devika
;
Pillai, Sreejesh S.
- In:
Journal of research in interactive marketing : …
10
(
2016
)
3
,
pp. 249-264
Persistent link: https://www.econbiz.de/10011567084
Saved in:
6
How character presence in advergames affects brand attitude and game performance : a cross-cultural comparison
Choi, Yung Kyun
;
Yoon, Sukki
;
Taylor, Charles Raymond
- In:
Journal of consumer behaviour : an international …
14
(
2015
)
6
,
pp. 357-365
Persistent link: https://www.econbiz.de/10011508871
Saved in:
7
Impact of nature of advergames on brand recall and brand attitude among young Indian gamers : moderating roles of game-product congruence and persuasion knowledge
Vashisht, Devika
;
Sreejesh, S.
- In:
Young consumers : insight and ideas for responsible …
16
(
2015
)
4
,
pp. 454-467
Persistent link: https://www.econbiz.de/10011522157
Saved in:
8
Effects of brand placement strength, prior game playing experience and game involvement on brand recall in advergames
Vashisht, Devika
;
Sreejesh, S.
- In:
Journal of Indian business research
7
(
2015
)
3
,
pp. 292-312
Persistent link: https://www.econbiz.de/10011413307
Saved in:
9
Online game characters' influence on brand trust : self-disclosure, group membership, and product type
Choi, Yung Kyun
;
Yoon, Sukki
;
Lacey, Heather P.
- In:
Journal of business research : JBR
66
(
2013
)
8
,
pp. 996-1003
Persistent link: https://www.econbiz.de/10009755379
Saved in:
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