Narrow search
Showing 71 - 80 of 15,279
Cover Image
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
Cover Image
Children and advergames : the role of product involvement, prior brand attitude, persuasion knowledge and game attitude in purchase intentions and changing attitudes
Vanwesenbeeck, Ini; Walrave, Michel; Ponnet, Koen - In: International journal of advertising : the quarterly … 36 (2017) 4, pp. 520-541
Persistent link: https://www.econbiz.de/10011849104
Cover Image
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
Cover Image
Factors influencing purchase intent in virtual worlds : a review of the literature
Bleize, Daniëlle N. M.; Antheunis, Marjolijn L. - In: Journal of marketing communications 25 (2019) 4, pp. 403-420
Persistent link: https://www.econbiz.de/10012203321
Cover Image
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
Cover Image
Location, integration, interruption : visual properties and recognition of video game advertising
Williams, Russell Blair - In: Journal of promotion management : innovations in … 26 (2020) 2, pp. 253-276
Persistent link: https://www.econbiz.de/10012179121
Cover Image
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
Cover Image
How sponsorship transparency mitigates negative effects of advertising recognition
Evans, Nathaniel J.; Wojdynski, Bartosz W.; Hoy, Mariea … - In: International journal of advertising : the review of … 38 (2019) 3, pp. 364-382
Persistent link: https://www.econbiz.de/10012200262
Cover Image
Children and advergame : the role of presence, flow and persuasion knowledge
Soebandhi, Santirianingrum; Sri Hartini; Sri Gunawan - In: International journal of electronic business 14 (2018) 4, pp. 293-308
Persistent link: https://www.econbiz.de/10012040475
Cover Image
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