Communicating Sponsor Brands Playfully in Video Games: Evaluating the Impact of In-Game Advertising on Dual Brand Knowledge
Author:
Affiliation:
1. Europafachakademie Dr. Buhmann, Hannover, Germany;
2. Institute of Marketing and Management, Leibniz University of Hannover, Hannover, Germany;
3. eye square GmbH, Berlin, Germany
Publisher
Informa UK Limited
Subject
Strategy and Management,Tourism, Leisure and Hospitality Management
Link
https://www.tandfonline.com/doi/pdf/10.1080/24704067.2018.1477520
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1. Brand Love
2. Sponsorship effectiveness in professional sport: an examination of recall and recognition among football fans
3. Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty?
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