Communicating Sponsor Brands Playfully in Video Games: Evaluating the Impact of In-Game Advertising on Dual Brand Knowledge
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DOI: 10.1080/24704067.2018.1477520
Abstract: Abstract Sports sponsorship is a core element of brand communication and one of the most effective and demanded tools in marketing. In the context of football, jersey sponsorship agreements dramatically increased over the last decade… read more here.
Keywords: game; brand knowledge; sponsor; game advertising ... See more keywords