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

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    26471_1.pdf (120.2Kb)
    Author(s)
    Kuhn, Kerri
    Love, Anita
    Pope, Nigel
    Griffith University Author(s)
    Pope, Nigel K.
    Love, Anita B.
    Kuhn, Kerri L.
    Year published
    2004
    Metadata
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    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.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.
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    Conference Title
    ANZMAC 2004 Proceedings
    Publisher URI
    https://anzmac.wildapricot.org
    Copyright Statement
    © The Author(s) 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.
    Publication URI
    http://hdl.handle.net/10072/2325
    Collection
    • Conference outputs

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