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Effects of brand congruity and game difficulty on gamers' response to advertising in sport video games
Hwang, Yongjin; Ballouli, Khalid; So, Kevin; Heere, Bob - In: Journal of sport management : the official journal of … 31 (2017) 5, pp. 480-496
Persistent link: https://www.econbiz.de/10011823053
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Aggressive or partnership strategy : which choice is better for the national brand?
Amrouche, Nawel; Yan, Ruiliang - In: International journal of production economics 166 (2015), pp. 50-63
Persistent link: https://www.econbiz.de/10011334066
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The impact of a store brand introduction in a supply chain with competing manufacturers : the strategic role of pricing and advertising decision timing
Karray, Salma; Martín Herrán, Guiomar - In: International journal of production economics 244 (2022), pp. 1-19
Persistent link: https://www.econbiz.de/10013185374
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Interplays between manufacturer advertising and retailer store brand introduction : agency vs. wholesale contracts
Shen, Qichao; He, Bo; Qing, Qiankai - In: Journal of retailing and consumer services 64 (2022), pp. 1-17
Persistent link: https://www.econbiz.de/10013209532
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When should a retailer invest in brand advertising?
Pnevmatikos, Nikolaos; Vardar, Baris; Zaccour, Georges - In: European journal of operational research : EJOR 267 (2018) 2, pp. 754-764
Persistent link: https://www.econbiz.de/10011812741
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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
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Contextual advertising in games : impacts of game context on a player's memory and evaluation of brands in video games
Yoo, Seung-Chul; Eastin, Matthew S. - In: Journal of marketing communications 23 (2017) 6, pp. 614-631
Persistent link: https://www.econbiz.de/10011852904
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Brand imitation: a dynamic-game approach
Crettez, Bertrand; Hayek, Naila; Zaccour, Georges - In: International journal of production economics 205 (2018), pp. 139-155
Persistent link: https://www.econbiz.de/10011931420
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Fighting store brands through the strategic timing of pricing and advertising decisions
Karray, Salma; Martín Herrán, Guiomar - In: European journal of operational research : EJOR 275 (2019) 2, pp. 635-647
Persistent link: https://www.econbiz.de/10011993549
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Coordinating traditional media advertising and online advertising in brand marketing
Kim, Alex Jiyoung; Balachander, Subramanian - In: Production and operations management : the flagship … 32 (2023) 6, pp. 1865-1879
Persistent link: https://www.econbiz.de/10014328206