TY  - JOUR
AU  - Aliagas, Irene
AU  - Privado, Jesús
AU  - Merino Rivera, M. Dolores
PY  - 2021
DO  - 10.3390/jtaer16040046
SN  - 0718-1876
UR  - https://hdl.handle.net/20.500.14352/7338
T2  - Journal of Theoretical and Applied Electronic Commerce Research
AB  - Brand placement in videogames consists in integrating various brands that are not intrusive to give a feeling of reality to the context, as such increasing awareness and recognition of the brand in the mind of the consumer. The goal of this study is...
LA  - eng
M2  - 811
PB  - MPDI
KW  - product placement
KW  - brand placement
KW  - in-game advertising
KW  - brand recognition
KW  - brand recall
KW  - brand memory
TI  - Proximity, Familiarity or Congruency? What Influences Memory of Brand Placement in Videogames
TY  - journal article
VL  - 16
ER  -