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Communicating brands playfully

16 references·16 citing·40 second hopsampled

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References

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1999Building Brand Image Through Event Sponsorship: The Role of Image Transfer1,041 cited
2002

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Forced Exposure and Psychological Reactance: Antecedents and Consequences of the Perceived Intrusiveness of Pop-Up Ads

1,037 cited

1998Development of a Scale to Measure Consumer Skepticism Toward Advertising1,033 cited

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2013Who Is the Loser When I Lose the Game? Does Losing an Advergame Have a Negative Impact on the Perception of the Brand?76 cited
2019Analysing mobile advergaming effectiveness: the role of flow, game repetition and brand familiarity75 cited
2013How using versus showing interaction between characters and products boosts product placement effectiveness75 cited
2019What we know and need to know about the gamification of advertising61 cited
2015Product Placement in Old and New Media: Examining the Evidence for Concern58 cited
2018Size does matter: Effects of in-game advertising stimuli on brand recall and brand recognition52 cited
2011Mixing advertising and editorial content in radio programmes43 cited
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2018Exploring the use of arcade game elements for attitude change: Two studies in the aviation safety domain41 cited
2017Effect of nature of the game on ad-persuasion in online gaming context39 cited
2014Product Placement in Social Games: Consumer Experiences in China37 cited