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Search: subject:"In-game advertising"
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Advertising effects
17
Computerspiel
17
Video game
17
Werbewirkung
17
Advertising
15
Werbung
15
Consumer behaviour
14
Konsumentenverhalten
14
In-game advertising
13
Brand management
10
Markenführung
10
Internet marketing
9
Online-Marketing
9
Brand image
8
Markenimage
8
Brand
7
Markenartikel
7
in-game advertising
6
Game theory
5
Spieltheorie
5
Brand attitude
4
Interactivity
4
Product Placement
4
Product placement
4
Cognition
3
Kognition
3
Brand memory
2
Brand placements
2
Brand prominence
2
Explicit memory
2
Game-involvement
2
Game-product congruence
2
Implicit memory
2
Motivation
2
Need for cognition
2
Netherlands
2
Niederlande
2
Online advertising
2
Online game
2
Presence
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research-article
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English
19
Undetermined
1
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Ghosh, Tathagata
4
Vashisht, Devika
4
Dwivedi, Yogesh Kumar
3
Sreejesh, S.
3
Chauhan, Abhishek
2
Eastin, Matthew S.
2
Ahern, Lee
1
Bang, Hye Jin
1
Bellur, Saraswathi
1
Berlo, Zeph M. C. van
1
Biercewicz, Konrad
1
Borawska, Anna
1
Borawski, Mariusz
1
Clavio, Galen
1
Dardis, Frank E.
1
Dens, Nathalie
1
Duda, Jarosław
1
Evans, Nathaniel J.
1
Fisher, Dan
1
Fraustino, Julia
1
Guerra, Luis
1
Hwang, Yongjin
1
Killian, Ginger
1
Kim, Eunice
1
Kožuh, Ines
1
Mullane, Susan
1
Nagel, Mark S.
1
Pavlič, Jani
1
Pelsmacker, Patrick de
1
Reijmersdal, Eva A. van
1
Saxena, Deepak
1
Schmierbach, Mike
1
Siemens, Jennifer Christie
1
Smith, Scott
1
Thyroff, Anastasia
1
Tomažič, Tina
1
Verberckmoes, Shana
1
Waiguny, M. K. J.
1
Walsh, Patrick
1
Watanabe, Nicholas Masafumi
1
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Journal of business research : JBR
2
Journal of interactive marketing : a quarterly publication from the Direct Marketing Educational Foundation
2
Journal of promotion management : JPM
2
European research studies
1
International journal of advertising : the review of marketing communications
1
International journal of electronic marketing and retailing : IJEMR
1
International journal of sports marketing & sponsorship
1
Journal of electronic commerce research : JECR
1
Journal of marketing communications
1
Journal of promotion management : innovations in planning and applied research
1
Journal of research in interactive marketing : interactive marketing and computer-mediated communication
1
Management Research Review
1
Management research review
1
Marketing Intelligence & Planning
1
Marketing intelligence & planning
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Psychology & marketing
1
Public Organization Review
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ECONIS (ZBW)
17
Other ZBW resources
2
RePEc
1
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1
Twenty years of research on gamified advertising : a systematic overview of theories and variables
Berlo, Zeph M. C. van
;
Reijmersdal, Eva A. van
; …
- In:
International journal of advertising : the review of …
42
(
2023
)
1
,
pp. 171-180
Persistent link: https://www.econbiz.de/10014233943
Saved in:
2
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:
3
The impact of advertisements placement in the computer game on the effectiveness of social campaign messages
Borawska, Anna
;
Biercewicz, Konrad
;
Borawski, Mariusz
; …
- In:
European research studies
24
(
2021
)
2B
,
pp. 515-537
Persistent link: https://www.econbiz.de/10012664238
Saved in:
4
Effects of in-game brand congruity on esports consumers' implicit and explicit memory
Hwang, Yongjin
;
Watanabe, Nicholas Masafumi
;
Nagel, Mark S.
- In:
International journal of sports marketing & sponsorship
24
(
2023
)
1
,
pp. 108-128
Persistent link: https://www.econbiz.de/10014232451
Saved in:
5
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:
6
The impact of emerging technology influences product placement effectiveness : a scoping study from interactive marketing perspective
Pavlič, Jani
;
Tomažič, Tina
;
Kožuh, Ines
- In:
Journal of research in interactive marketing : …
16
(
2022
)
4
,
pp. 551-568
Persistent link: https://www.econbiz.de/10013536257
Saved in:
7
Effectiveness of in-game advertisements within role-playing games
Guerra, Luis
;
Saxena, Deepak
- In:
International journal of electronic marketing and …
13
(
2022
)
3
,
pp. 280-299
Persistent link: https://www.econbiz.de/10014309738
Saved in:
8
How ad congruity and interactivity affect fantasy game players' attitude toward
in-game
advertising
Pelsmacker, Patrick de
;
Dens, Nathalie
;
Verberckmoes, Shana
- In:
Journal of electronic commerce research : JECR
20
(
2019
)
1
,
pp. 55-74
Persistent link: https://www.econbiz.de/10012156394
Saved in:
9
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:
10
Extending expectancy violations theory to multiplayer online games : the structure and effects of expectations on attitude toward the advertising, attitude toward the brand, and pu...
Evans, Nathaniel J.
;
Bang, Hye Jin
- In:
Journal of promotion management : innovations in …
25
(
2019
)
4
,
pp. 589-608
Persistent link: https://www.econbiz.de/10012179047
Saved in:
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