{"title":"Beyond Affect Transfer: Attribute Associations in Video-Game Brand Placements and Their Impact on Brand Attitudes","authors":"Moritz Ingendahl, Leon Brückner, Tobias Vogel","doi":"10.1080/00913367.2024.2337428","DOIUrl":null,"url":null,"abstract":"Brand placements are omnipresent in video games. However, when and how they influence players’ brand attitudes is still insufficiently understood. Whereas previous research argued that positive aff...","PeriodicalId":48337,"journal":{"name":"Journal of Advertising","volume":null,"pages":null},"PeriodicalIF":5.4000,"publicationDate":"2024-04-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Advertising","FirstCategoryId":"98","ListUrlMain":"https://doi.org/10.1080/00913367.2024.2337428","RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
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Abstract
Brand placements are omnipresent in video games. However, when and how they influence players’ brand attitudes is still insufficiently understood. Whereas previous research argued that positive aff...
期刊介绍：
The Journal of Advertising is the premier journal devoted to the development of advertising theory and its relationship to practice. The major purpose of the Journal is to provide a public forum where ideas about advertising can be expressed. Research dealing with the economic, political, social, and environmental aspects of advertising, and methodological advances in advertising research represent some of the key foci of the Journal. Other topics of interest recently covered by the Journal include the assessment of advertising effectiveness, advertising ethics, and global issues surrounding advertising.
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