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dc.contributor.authorL. Kuhn, Kerri-Ann
dc.contributor.authorPope, Nigel
dc.contributor.editorE. Iyer
dc.date.accessioned2017-05-03T12:47:06Z
dc.date.available2017-05-03T12:47:06Z
dc.date.issued2010
dc.date.modified2012-09-10T22:34:27Z
dc.identifier.refurihttp://www.marketingpower.com/Community/ARC/Pages/Connections/Conferences/Summer2010/default.aspx
dc.identifier.urihttp://hdl.handle.net/10072/39046
dc.description.abstractThis study explores the effects of use-simulated and peripheral placements in video games on attitude to the brand. Results indicate that placements do not lead to enhanced brand attitude, even when controlling for involvement and skill. It appears this is due to constraints on brand information processing in a game context.
dc.description.peerreviewedYes
dc.description.publicationstatusYes
dc.languageEnglish
dc.language.isoeng
dc.publisherAMA
dc.publisher.placeBoston, United States
dc.publisher.urihttp://www.marketingpower.com/Community/ARC/Pages/Connections/Conferences/Summer2010/default.aspx
dc.relation.ispartofstudentpublicationN
dc.relation.ispartofconferencenameSummer AMA 2010
dc.relation.ispartofconferencetitleProceedings of 2010 AMA Summer Educators Conference 2010: Enhancing Knowledge Development in Marketing
dc.relation.ispartofdatefrom2010-08-13
dc.relation.ispartofdateto2010-08-16
dc.relation.ispartoflocationBoston, United States
dc.rights.retentionY
dc.subject.fieldofresearchMarketing Communications
dc.subject.fieldofresearchcode150502
dc.titleThe effect of video game placements on brand attitude
dc.typeConference output
dc.type.descriptionE1 - Conferences
dc.type.codeE - Conference Publications
gro.date.issued2010
gro.hasfulltextNo Full Text
gro.griffith.authorPope, Nigel K.


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    Contains papers delivered by Griffith authors at national and international conferences.

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