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~person:"Ghosh, Tathagata"
~subject:"Brand"
~subject:"Theory"
~subject:"Viral marketing"
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Advertising effects
6
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5
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5
Konsumentenverhalten
5
Video game
5
Advertising
3
Brand image
3
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3
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Brand attitude
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Cognition
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Game theory
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In-game advertising
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Kognition
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1
Advergame
1
Brand familiarity
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Brand logo
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Consumer Confusion
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Emotion
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Ghosh, Tathagata
Esch, Franz-Rudolf
19
Gierl, Heribert
16
Bauer, Hans H.
12
Fuchs, Wolfgang
7
Huber, Frank
7
Pauwels, Koen
7
Unger, Fritz
7
Diehl, Sandra
6
Drengner, Jan
6
Pelsmacker, Patrick de
6
Srinivasan, Shuba
6
Usman, Osly
6
Wilbur, Kenneth C.
6
Dens, Nathalie
5
Erfgen, Carsten
5
Hanssens, Dominique M.
5
King, Stephen
5
Mäder, Ralf
5
Septianto, Felix
5
Shelegia, Sandro
5
Soberman, David A.
5
Wilson, Christopher
5
Ceyp, Michael
4
Draganska, Michaela
4
Dwivedi, Yogesh Kumar
4
Fossen, Beth L.
4
Huh, Jisu
4
Kaiser, Harry M.
4
King, Karen Whitehill
4
Klapper, Daniel
4
Ko, Eunju
4
Reich, Sandra
4
Romaniuk, Jenni
4
Rosengren, Sara
4
Sattler, Henrik
4
Sreejesh, S.
4
Steffenhagen, Hartwig
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Terlutter, Ralf
4
Zanger, Cornelia
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Journal of business research : JBR
2
International journal of e-business research : an official publication of the Information Resources Management Association
1
Psychology & marketing
1
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ECONIS (ZBW)
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Brands in a game or a game for brands? : comparing the persuasive effectiveness of in-game advertising and advergames
Ghosh, Tathagata
;
Sreejesh, S.
;
Dwivedi, Yogesh Kumar
- In:
Psychology & marketing
39
(
2022
)
12
,
pp. 2328-2348
Persistent link: https://www.econbiz.de/10013465194
Saved in:
2
Brand logos versus brand names : a comparison of the memory effects of textual and pictorial brand elements placed in computer games
Ghosh, Tathagata
;
Sreejesh, S.
;
Dwivedi, Yogesh Kumar
- In:
Journal of business research : JBR
147
(
2022
),
pp. 222-235
Persistent link: https://www.econbiz.de/10013271486
Saved in:
3
Moving beyond the content : the role of contextual cues in the effectiveness of gamification of advertising
Sreejesh, S.
;
Ghosh, Tathagata
;
Dwivedi, Yogesh Kumar
- In:
Journal of business research : JBR
132
(
2021
),
pp. 88-101
Persistent link: https://www.econbiz.de/10012581567
Saved in:
4
Consumer confusion in mobile application buying : the moderating role of need for cognition
Ghosh, Tathagata
;
Rao, Venu Gopal
- In:
International journal of e-business research : an …
10
(
2014
)
4
,
pp. 52-70
Persistent link: https://www.econbiz.de/10010469969
Saved in:
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