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Brand placements in video games: How local in-game experiences influence brand attitudes


Ingendahl, Moritz ; Vogel, Tobias ; Maedche, Alexander ; Wänke, Michaela


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Psychology and Marketing - 2022 - Ingendahl - Brand placements in video games How local in‐game experiences influence.pdf - Published
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DOI: https://doi.org/10.1002/mar.21770
URL: https://onlinelibrary.wiley.com/doi/10.1002/mar.21...
URN: urn:nbn:de:bsz:180-madoc-637386
Document Type: Article
Year of publication: 2023
The title of a journal, publication series: Psychology & Marketing
Volume: 40
Issue number: 2
Page range: 274-287
Place of publication: New York, NY
Publishing house: Wiley
ISSN: 0742-6046 , 1520-6793
Publication language: English
Institution: Außerfakultäre Einrichtungen > Graduate School of Economic and Social Sciences- CDSS (Social Sciences)
School of Social Sciences > Konsumentenpsychologie u. Ökonomische Psychologie (Wänke 2010-)
Pre-existing license: Creative Commons Attribution, Non-Commercial 4.0 International (CC BY-NC 4.0)
Subject: 150 Psychology
300 Social sciences, sociology, anthropology
Keywords (English): advertising , affect transfer , brand attitudes , brand placement , evaluative conditioning , memory , video games




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BASE: Ingendahl, Moritz ; Vogel, Tobias ; Maedche, Alexander ; Wänke, Michaela

Google Scholar: Ingendahl, Moritz ; Vogel, Tobias ; Maedche, Alexander ; Wänke, Michaela

ORCID: Ingendahl, Moritz ORCID: https://orcid.org/0000-0002-2124-0754, Vogel, Tobias, Maedche, Alexander and Wänke, Michaela

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