Communicating brands playfully: Effects of in-game advertising for familiar and unfamiliar brands

International Journal of Advertising

Volumn 27, Issue 5, 2008, Pages 827-851

  Mau, Gunnar ^a   Silberer, Günter ^a   Constien, Christoph ^a  

^a UNIVERSITY OF GÖTTINGEN   (Germany)

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EID: 77149158058     PISSN: 02650487     EISSN: None     Source Type: Journal    
DOI: 10.2501/S0265048708080293     Document Type: Article

References (75)

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