Brand Placements in Computer and Video Games: An Overview and Research Questions

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Title Brand Placements in Computer and Video Games: An Overview and Research Questions
Author Kuhn, Kerri Louise; Love, Anita Brody; Pope, Nigel Kenneth
Publication Title ANZMAC 2004 Proceedings
Editor Jim Wiley and Peter Thirkell
Year Published 2004
Place of publication Wellington, NZ
Publisher Victoria University
Abstract Despite the size and growth of the computer and video gaming industry – as well as the increasing use of the medium for the placement of advertising and product placement – researchers have neglected this area. By drawing on existing literature and research in similar and related areas of film product placement, sponsorship and interactivity, the authors present a conceptual overview and identify areas for research.
Peer Reviewed Yes
Published Yes
Publisher URI http://smib.vuw.ac.nz:8081/WWW/ANZMAC2004/home.htm
Alternative URI http://www.anzmac.org/
Copyright Statement Copyright remains with the authors 2004. The attached file is posted here with permission of the copyright owners for your personal use only. No further distribution permitted. For information about this conference please refer to the publisher's website or contact the authors.
ISBN 0-475-22215-1
Conference name Marketing accountabilities and responsibilities
Location Wellington
Date From 2004-11-29
Date To 2004-12-01
URI http://hdl.handle.net/10072/2325
Date Accessioned 2005-03-01
Date Available 2008-10-27T02:42:13Z
Language en_AU
Faculty Griffith Business School
Subject Marketing and Market Research
Publication Type Conference Publications (Full Written Paper - Refereed)
Publication Type Code e1

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