Brands in a game or a game for brands? Comparing the persuasive effectiveness of in‐game advertising and advergames-Reference-Cited by-同舟云学术

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Brands in a game or a game for brands? Comparing the persuasive effectiveness of in‐game advertising and advergames

Published:2022-11-02 Issue:12 Volume:39 Page:2328-2348
ISSN:0742-6046
Container-title:Psychology & Marketing
language:en
Short-container-title:Psychology and Marketing

Author:

Ghosh Tathagata¹,S. Sreejesh²,Dwivedi Yogesh K.³⁴^ORCID

Affiliation:

1. Department of Marketing T A Pai Management Institute, Manipal Academy of Higher Education Manipal India

2. Marketing Management Area Indian Institute of Management Kozhikode Kerala Kozhikode India

3. Emerging Markets Research Centre (EMaRC), School of Management, Swansea University Swansea Wales UK

4. Department of Management Symbiosis Institute of Business Management, Pune & Symbiosis International (Deemed University) Pune Maharashtra India

Publisher

Wiley

Subject

Marketing,Applied Psychology

Link

https://onlinelibrary.wiley.com/doi/pdf/10.1002/mar.21752

Reference107 articles.

1. Violent Video Games and Aggression Among Young Adults: The Moderating Effects of Adverse Environmental Factors

2. Assessing the Role of Contingency Awareness in Attitudinal Conditioning with Implications for Advertising Research

3. Online Gaming During the COVID-19 Pandemic in India: Strategies for Work-Life Balance

4. How reading in a foreign versus native language moderates the impact of repetition-induced brand placement prominence on placement responses

5. The effectiveness of brand placements: A meta-analytic synthesis

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1. Beyond Affect Transfer: Attribute Associations in Video-Game Brand Placements and Their Impact on Brand Attitudes;Journal of Advertising;2024-04-26

2. Luxury fashion games are so cool! Predicting awareness, perceived quality, and loyalty;Journal of Retailing and Consumer Services;2024-03

3. Gamified Learning: Understanding the Influence of Video Game Behaviour on Sustainable Energy Education;2024 2nd International Conference on Cyber Resilience (ICCR);2024-02-26

4. Key factors influencing knowledge acquisition through game‐based learning;Psychology & Marketing;2024-01-18

5. A Gamified Approach to Fostering Remote Team Cohesion and Performance;2024

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