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dc.contributor.authorL. Kuhn, Kerri-Annen_US
dc.contributor.authorPope, Nigelen_US
dc.contributor.editorE. Iyeren_US
dc.date.accessioned2017-05-03T12:47:06Z
dc.date.available2017-05-03T12:47:06Z
dc.date.issued2010en_US
dc.date.modified2012-09-10T22:34:27Z
dc.identifier.refurihttp://www.marketingpower.com/Community/ARC/Pages/Connections/Conferences/Summer2010/default.aspxen_US
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.en_US
dc.description.peerreviewedYesen_US
dc.description.publicationstatusYesen_US
dc.languageEnglishen_US
dc.language.isoen_US
dc.publisherAMAen_US
dc.publisher.placeBoston, United Statesen_US
dc.publisher.urihttp://www.marketingpower.com/Community/ARC/Pages/Connections/Conferences/Summer2010/default.aspxen_US
dc.relation.ispartofstudentpublicationNen_US
dc.relation.ispartofconferencenameSummer AMA 2010en_US
dc.relation.ispartofconferencetitleProceedings of 2010 AMA Summer Educators Conference 2010: Enhancing Knowledge Development in Marketingen_US
dc.relation.ispartofdatefrom2010-08-13en_US
dc.relation.ispartofdateto2010-08-16en_US
dc.relation.ispartoflocationBoston, United Statesen_US
dc.rights.retentionYen_US
dc.subject.fieldofresearchMarketing Communicationsen_US
dc.subject.fieldofresearchcode150502en_US
dc.titleThe effect of video game placements on brand attitudeen_US
dc.typeConference outputen_US
dc.type.descriptionE1 - Conference Publications (HERDC)en_US
dc.type.codeE - Conference Publicationsen_US
gro.date.issued2010
gro.hasfulltextNo Full Text


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

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