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Brand management
Consumer behaviour
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Advertising effects
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Computerspiel
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Video game
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Viral marketing
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Brand image
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Emotion
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Markenartikel
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Markenführung
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Werbung
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Beziehungsmarketing
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Brand attitude
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Brand memory
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Cognition
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Game theory
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Holiday behaviour
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In-game advertising
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Relationship marketing
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destination emotion
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entertainment service
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loyalty
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service quality
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value
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video-on-demand
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Dwivedi, Yogesh Kumar
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Ghosh, Tathagata
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Sreejesh, S.
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Journal of business research : JBR
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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:
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
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
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