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External brand placement : the effects on game players' processing of an in-game brand
Kim, Eunice; Eastin, Matthew S. - In: Journal of promotion management : JPM 21 (2015) 3, pp. 391-411
Persistent link: https://www.econbiz.de/10011305215
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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
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Effects of in-game virtual direct experience (VDE) on reactions to real-world brands
Dardis, Frank E.; Schmierbach, Mike; Ahern, Lee; … - In: Journal of promotion management : JPM 21 (2015) 3, pp. 313-334
Persistent link: https://www.econbiz.de/10011305231
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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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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
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Do social advergames affect brand attitudes and advocacy?
Tuten, Tracy L.; Ashley, Christy - In: Journal of marketing communications 22 (2016) 3, pp. 236-255
Persistent link: https://www.econbiz.de/10011613162
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Advergame for purchase intention via game and brand attitudes from antecedents of system design, psychological state, and game content : interactive role of brand familiarity
Hsiao, Wei-Hung; Lin, Yu-Hsiu; Wu, Ing-Long - In: Journal of organizational computing and electronic commerce 32 (2022) 1, pp. 45-68
Persistent link: https://www.econbiz.de/10013282416
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Brand advertising in an access-ownership world : how marketing channels impact message persuasiveness
Harding, Lora Mitchell; Schenkel, Mark T. - In: Journal of marketing channels : ... distribution … 24 (2017) 1/2, pp. 51-72
Persistent link: https://www.econbiz.de/10011749105
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Advertising and brand attitudes : evidence from 575 brands over five years
Du, Rex Yuxing; Joo, Mingyu; Wilbur, Kenneth C. - In: Quantitative marketing and economics : QME 17 (2019) 3, pp. 257-323
Persistent link: https://www.econbiz.de/10012098690
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Selfie campaigns as advertising tactic : mental imagery as a driver of brand interest and participation
Wolfsteiner, Elisabeth; Garaus, Marion; Wagner, Udo; … - In: International journal of advertising : the review of … 42 (2023) 4, pp. 773-797
Persistent link: https://www.econbiz.de/10014296417