超越情感转移：视频游戏品牌植入中的属性关联及其对品牌态度的影响

IF 5.4 2区管理学 Q1 BUSINESS

Journal of Advertising Pub Date : 2024-04-26 DOI:10.1080/00913367.2024.2337428

Moritz Ingendahl, Leon Brückner, Tobias Vogel

引用次数: 0

摘要

品牌植入在电子游戏中无处不在。然而，人们对品牌植入何时以及如何影响玩家的品牌态度仍缺乏足够的了解。以往的研究认为，积极的品牌植入会影响玩家对品牌的态度。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Beyond Affect Transfer: Attribute Associations in Video-Game Brand Placements and Their Impact on Brand Attitudes

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...

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来源期刊

Journal of Advertising Multiple-

CiteScore

11.20

自引率

10.50%

发文量

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.