메뉴 건너뛰기




Volumn 39, Issue 1, 2010, Pages 5-18

Advergames

Author keywords

[No Author keywords available]

Indexed keywords


EID: 77949839889     PISSN: 00913367     EISSN: None     Source Type: Journal    
DOI: 10.2753/JOA0091-3367390101     Document Type: Article
Times cited : (203)

References (68)
  • 1
    • 0000744037 scopus 로고
    • Ease of message processing as a moderator of repetition effects in advertising
    • August
    • Anand, Punam, and Brian Sternthal (1990), "Ease of Message Processing as a Moderator of Repetition Effects in Advertising," Journal of Marketing Research, 27 (August), 245-353.
    • (1990) Journal of Marketing Research , vol.27 , pp. 245-353
    • Punam, A.1    Sternthal, B.2
  • 2
    • 0011678507 scopus 로고    scopus 로고
    • When can affective conditioning and mere exposure directly influence brand choice?
    • Baker, Wayne E. (1999), "When Can Affective Conditioning and Mere Exposure Directly Influence Brand Choice?" Journal of Advertising, 28 (4), 31-46.
    • (1999) Journal of Advertising , vol.28 , Issue.4 , pp. 31-46
    • Baker, W.E.1
  • 3
    • 33749340869 scopus 로고    scopus 로고
    • Audience response to product placements: An integrative framework and future research agenda
    • Balasubramanian, Siva K., James Karrh, and Hemant Patwardhan (2006), "Audience Response to Product Placements: An Integrative Framework and Future Research Agenda," Journal of Advertising, 35 (3), 115-141.
    • (2006) Journal of Advertising , vol.35 , Issue.3 , pp. 115-141
    • Balasubramanian, S.K.1    Karrh, J.2    Patwardhan, H.3
  • 4
    • 0001205964 scopus 로고
    • Situational effects of advertising repetition: The moderating influence of motivation, ability, and opportunity to respond
    • March
    • Batra, Rajeev, and Michael L. Ray (1986), "Situational Effects of Advertising Repetition: The Moderating Influence of Motivation, Ability, and Opportunity to Respond," Journal of Consumer Research, 12 (March), 432-445.
    • (1986) Journal of Consumer Research , vol.12 , pp. 432-445
    • Rajeev, B.1    Ray, M.L.2
  • 5
    • 0035623901 scopus 로고    scopus 로고
    • Consumer self-confidence: Refinements in conceptualization and measurement
    • Bearden, Williams O. (2001), "Consumer Self-Confidence: Refinements in Conceptualization and Measurement," Journal of Consumer Research, 28 (1), 121-135.
    • (2001) Journal of Consumer Research , vol.28 , Issue.1 , pp. 121-135
    • Bearden, W.O.1
  • 6
    • 0001629112 scopus 로고
    • Novelty, complexity and hedonic value
    • November
    • Berlyne, Donald E. (1970), "Novelty, Complexity and Hedonic Value," Perception and Psychophysics, 8 (November), 279-286.
    • (1970) Perception and Psychophysics , vol.8 , pp. 279-286
    • Berlyne, D.E.1
  • 7
    • 84909220939 scopus 로고    scopus 로고
    • Embedding brands within media content: The impact of message, media, and consumer characteristics on placement efficacy
    • L. J. Shrum, ed., Mahwah, NJ: Lawrence Erlbaum
    • Bhatnagar, Namita, Lerzan Aksoy, and Selin A. Malkoc (2004), "Embedding Brands Within Media Content: The Impact of Message, Media, and Consumer Characteristics on Placement Efficacy," in The Psychology of Entertainment Media: Blurring the Lines Between Entertainment and Persuasion, L. J. Shrum, ed., Mahwah, NJ: Lawrence Erlbaum, 99-116.
    • (2004) The Psychology of Entertainment Media: Blurring the Lines between Entertainment and Persuasion , pp. 99-116
    • Namita, B.1    Aksoy, L.2    Malkoc, S.A.3
  • 8
    • 33750824566 scopus 로고
    • Effects of message repetition and position on cognitive response, recall and persuasion
    • Cacioppo, John T., and Richard E. Petty (1979), "Effects of Message Repetition and Position on Cognitive Response, Recall and Persuasion," Journal of Personality and Social Psychology, 37 (1), 79-109.
    • (1979) Journal of Personality and Social Psychology , vol.37 , Issue.1 , pp. 79-109
    • Cacioppo, J.T.1    Petty, R.E.2
  • 9
    • 0000422302 scopus 로고
    • Television commercial wear-out: An information processing view
    • May
    • Calder, Bobby J., and Brian Sternthal (1980), "Television Commercial Wear-Out: An Information Processing View," Journal of Marketing Research, 17 (May), 173-186.
    • (1980) Journal of Marketing Research , vol.17 , pp. 173-186
    • Calder, B.J.1    Sternthal, B.2
  • 10
    • 0242424958 scopus 로고    scopus 로고
    • Brand familiarity and advertising repetition effects
    • Dec
    • Campbell, Margaret C., and Kevin L. Keller (2003), "Brand Familiarity and Advertising Repetition Effects," Journal of Consumer Research, 30 (December), 292-304.
    • (2003) Journal of Consumer Research , vol.30 , pp. 292-304
    • Campbell, M.C.1    Keller, K.L.2
  • 11
    • 0034343675 scopus 로고    scopus 로고
    • Consumers' use of persuasion knowledge: The effects of accessibility and cognitive capacity on perceptions of an influence agent
    • June
    • ---, and Amna Kirmani (2000), "Consumers' Use of Persuasion Knowledge: The Effects of Accessibility and Cognitive Capacity on Perceptions of an Influence Agent," Journal of Consumer Research, 27 ( June), 69-83.
    • (2000) Journal of Consumer Research , vol.27 , pp. 69-83
    • Kirmani, A.1
  • 12
    • 0000272896 scopus 로고
    • The role of involvement in attention and comprehension processes
    • September
    • Celsi, Richard, and Jerry C. Olson (1988), "The Role of Involvement in Attention and Comprehension Processes," Journal of Consumer Research, 15 (September), 210-224.
    • (1988) Journal of Consumer Research , vol.15 , pp. 210-224
    • Richard, C.1    Olson, J.C.2
  • 13
    • 84859393117 scopus 로고    scopus 로고
    • The sponsored avatar: Examining the present reality and future possibilities of advertising in digital games
    • paper presented at, May, available at, (accessed August 10 2006)
    • Chambers, Jason (2005), "The Sponsored Avatar: Examining the Present Reality and Future Possibilities of Advertising in Digital Games," paper presented at DIGTAR conference, "Changing Views: Worlds in Play," Vancouver, May, available at www.gamesconference.org/digra2005/overview.php (accessed August 10, 2006).
    • (2005) DIGTAR Conference, "changing Views: Worlds in Play," Vancouver
    • Chambers, J.1
  • 14
    • 33846060641 scopus 로고    scopus 로고
    • The effects of billboards within the gaming environment
    • (Fall), available at, (accessed July 8 2006)
    • Chaney, Isabella M., Ku Ho Lin, and James Chaney (2004), "The Effects of Billboards Within the Gaming Environment," Journal of Interactive Advertising, 5 (Fall), available at www .jiad.com (accessed July 8, 2006).
    • (2004) Journal of Interactive Advertising , pp. 5
    • Chaney, I.M.1    Lin, K.H.2    Chaney, J.3
  • 15
    • 0033130485 scopus 로고    scopus 로고
    • Influence of viewing context on the determinants of attitude toward the ad and the brand
    • May
    • Coulter, Keith S., and Girish Punj (1999), "Influence of Viewing Context on the Determinants of Attitude Toward the Ad and the Brand," Journal of Business Research, 45 (May), 47-58.
    • (1999) Journal of Business Research , vol.45 , pp. 47-58
    • Coulter, K.S.1    Punj, G.2
  • 16
    • 0000268040 scopus 로고
    • What does familiarity breed? Complexity as a moderator of repetition effects in ad evaluation
    • June
    • Cox, Dena S., and Anthony D. Cox (1988), "What Does Familiarity Breed? Complexity as a Moderator of Repetition Effects in Ad Evaluation," Journal of Consumer Research, 15 ( June), 111-116.
    • (1988) Journal of Consumer Research , vol.15 , pp. 111-116
    • Cox, D.S.1    Cox, A.D.2
  • 17
    • 0040162254 scopus 로고    scopus 로고
    • The effects of progressive levels of interactivity and vividness in web marketing sites
    • Coyle, James R., and Esther Thorson (2001), "The Effects of Progressive Levels of Interactivity and Vividness in Web Marketing Sites," Journal of Advertising, 30 (3), 65-77.
    • (2001) Journal of Advertising , vol.30 , Issue.3 , pp. 65-77
    • Coyle, J.R.1    Thorson, E.2
  • 19
    • 27644590409 scopus 로고    scopus 로고
    • The medium as contextual cue: Effects of creative media choice
    • Dahlén, Micael (2005), "The Medium as Contextual Cue: Effects of Creative Media Choice," Journal of Advertising, 34 (3), 89-99.
    • (2005) Journal of Advertising , vol.34 , Issue.3 , pp. 89-99
    • Dahlén, M.1
  • 20
    • 4544258732 scopus 로고    scopus 로고
    • A study of factors affecting consumer evaluations and memory of product placements in movies
    • d'Astous, Alain, and Francis Chartier (2000), "A Study of Factors Affecting Consumer Evaluations and Memory of Product Placements in Movies," Journal of Current Issues and Research in Advertising, 22 (2), 31-40.
    • (2000) Journal of Current Issues and Research in Advertising , vol.22 , Issue.2 , pp. 31-40
    • Alain, D.1    Chartier, F.2
  • 21
    • 84873361406 scopus 로고    scopus 로고
    • The ability of branded online games to build brand equity: An exploratory study
    • paper presented at, May, available at, (accessed August 10 2006)
    • Deal, Dennis (2005), "The Ability of Branded Online Games to Build Brand Equity: An Exploratory Study," paper presented at DIGTAR conference, "Changing Views: Worlds in Play," Vancouver, May, available at www.gamesconference.org/ digra2005/overview.php (accessed August 10, 2006).
    • (2005) DIGTAR Conference, "changing Views: Worlds in Play," Vancouver
    • Deal, D.1
  • 22
    • 21844516525 scopus 로고
    • Can repeating an advertisement more frequently than the competition affect brand preferences in a mature market?
    • April
    • D'Sousa, Goes, and Ram C. Rao (1995), "Can Repeating an Advertisement More Frequently than the Competition Affect Brand Preferences in a Mature Market?" Journal of Marketing, 59 (April), 32-42.
    • (1995) Journal of Marketing , vol.59 , pp. 32-42
    • Goes, D.1    Rao, R.C.2
  • 23
    • 77949832669 scopus 로고    scopus 로고
    • Entertainment Video Software Association, available at, (accessed March 29 2007)
    • Entertainment Video Software Association (2006), "Sales, Demographics and Usage Data 2006," available at www .theesa.com/archives/ files/Essential%20Facts%202006.pdf (accessed March 29, 2007).
    • (2006) Sales, demographics and usage data 2006
  • 24
    • 33646026387 scopus 로고    scopus 로고
    • Contextual features of violent video games, mental models and aggression
    • Farrar, Kristie M., Marina Krcmar, and Kristine L. Nowak (2006), "Contextual Features of Violent Video Games, Mental Models and Aggression," Journal of Communication, 56 (2), 387-405.
    • (2006) Journal of Communication , vol.56 , Issue.2 , pp. 387-405
    • Farrar, K.M.1    Krcmar, M.2    Nowak, K.L.3
  • 25
    • 21344490393 scopus 로고
    • The persuasion knowledge model: How people cope with persuasion attempts
    • June
    • Friedstad, Marian, and Peter Wright (1994), "The Persuasion Knowledge Model: How People Cope with Persuasion Attempts," Journal of Consumer Research, 21 ( June), 1-31.
    • (1994) Journal of Consumer Research , vol.21 , pp. 1-31
    • Marian, F.1    Wright, P.2
  • 26
    • 77949824576 scopus 로고    scopus 로고
    • Advergaming gets consumers to play while advertisers pay
    • January
    • Garcia, Denise, and Ben Van Baker (2004), "Advergaming Gets Consumers to Play While Advertisers Pay," GartnerG2 Report ( January).
    • (2004) GartnerG2 Report
    • Denise, G.1    Van Baker, B.2
  • 27
    • 33748567770 scopus 로고    scopus 로고
    • The influence of home page complexity on consumer attention, attitudes and purchase intent
    • Geissler, Gary, George Zinkhan, and Richard Watson (2006), "The Influence of Home Page Complexity on Consumer Attention, Attitudes and Purchase Intent," Journal of Advertising, 35 (2), 69-80.
    • (2006) Journal of Advertising , vol.35 , Issue.2 , pp. 69-80
    • Gary, G.1    Zinkhan, G.2    Watson, R.3
  • 28
    • 3042937649 scopus 로고
    • Children's response to repetitive television commercials
    • March
    • Gorn, Gerald J., and Marvin E. Goldberg (1980), "Children's Response to Repetitive Television Commercials," Journal of Consumer Research, 6 (March), 421-424.
    • (1980) Journal of Consumer Research , vol.6 , pp. 421-424
    • Gorn, G.J.1    Goldberg, M.E.2
  • 29
    • 33646493881 scopus 로고    scopus 로고
    • Come on down: How consumers view game shows and the products placed in them
    • Gould, Stephen J., and Pola B. Gupta (2006), "Come on Down: How Consumers View Game Shows and the Products Placed in Them," Journal of Advertising, 35 (1), 65-81.
    • (2006) Journal of Advertising , vol.35 , Issue.1 , pp. 65-81
    • Gould, S.J.1    Gupta, P.B.2
  • 30
    • 33749329622 scopus 로고    scopus 로고
    • Experiencing interactive advertising beyond rich media: Impacts of ad type and presence on brand effectiveness in 3d gaming immersive virtual environments
    • (Fall), available at, (accessed July 8 2006)
    • Grigorovici, Dan, and Corina Constantin (2004), "Experiencing Interactive Advertising Beyond Rich Media: Impacts of AD Type and Presence on Brand Effectiveness in 3D Gaming Immersive Virtual Environments," Journal of Interactive Advertising, 5 (Fall), available at www.jiad.com (accessed July 8, 2006).
    • (2004) Journal of Interactive Advertising , pp. 5
    • Dan, G.1    Constantin, C.2
  • 31
    • 0002610776 scopus 로고    scopus 로고
    • Product placement in movies: The effect of prominence and mode on audience recall
    • Gupta, Pola B., and Kenneth R. Lord (1998), "Product Placement in Movies: The Effect of Prominence and Mode on Audience Recall," Journal of Current Issues and Research in Advertising, 20 (1), 47-59.
    • (1998) Journal of Current Issues and Research in Advertising , vol.20 , Issue.1 , pp. 47-59
    • Gupta, P.B.1    Lord, K.R.2
  • 32
    • 80051825325 scopus 로고    scopus 로고
    • Hispanic attitudes toward advergames: A proposed model of their antecedent
    • (Fall), available at, (accessed July 8 2006)
    • Hernandez, Monica D., Sindy Chapa, Michael S. Minor, Cecilia Maldonado, and Fernando Barranzuela (2004), "Hispanic Attitudes Toward Advergames: A Proposed Model of Their Antecedent," Journal of Interactive Advertising, 5 (Fall), available at www.jiad.com (accessed July 8, 2006).
    • (2004) Journal of Interactive Advertising , pp. 5
    • Hernandez, M.D.1    Chapa, S.2    Minor, M.S.3    Maldonado, C.4    Barranzuela, F.5
  • 33
    • 0030487126 scopus 로고    scopus 로고
    • Marketing in hypermedia computer-mediated environments: Conceptual foundations
    • Hoffman, Dennis, and Thomas P. Novak (1996), "Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations," Journal of Marketing, 60 (3), 50-68.
    • (1996) Journal of Marketing , vol.60 , Issue.3 , pp. 50-68
    • Dennis, H.1    Novak, T.P.2
  • 34
    • 0001406101 scopus 로고
    • Assessing the role of emotions as mediators of consumer responses to advertising
    • Dec
    • Holbrook, Morris B., and Rajeev Batra (1987), "Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising," Journal of Consumer Research, 14 (December), 404-420.
    • (1987) Journal of Consumer Research , vol.14 , pp. 404-420
    • Holbrook, M.B.1    Batra, R.2
  • 35
    • 0000154103 scopus 로고
    • Methodological perspectives in involvement
    • Subhash C. Jain, ed., Chicago: American Marketing Association
    • Houston, Michael J., and Michael L. Rothschild (1978), "Methodological Perspectives in Involvement," in Research Frontiers in Marketing: Dialogues and Directions, Subhash C. Jain, ed., Chicago: American Marketing Association, 184-187.
    • (1978) Research Frontiers in Marketing: Dialogues and Directions , pp. 184-187
    • Houston, M.J.1    Rothschild, M.L.2
  • 36
    • 77949783765 scopus 로고    scopus 로고
    • Online gaming as marketing and sales catalyst
    • University of St. Gallen, available at, (accessed August 25 2006)
    • Kleeberger, Jürgen, and Johannes Hummel (2002), "Online Gaming as Marketing and Sales Catalyst," working paper, University of St. Gallen, available at www.gamasutra.com/ education/theses/20030721/Kleeberger-thesis.pdf (accessed August 25, 2006).
    • (2002) Working Paper
    • Jürgen, K.1    Hummel, J.2
  • 37
    • 0002822485 scopus 로고    scopus 로고
    • Validity of web- based psychological research
    • Michael H. Birnbaum, ed., San Diego: Academic Press
    • Krantz, John H., and Dalal Reeshad (2000), "Validity of Web- Based Psychological Research," in Psychology Experiments on the Internet, Michael H. Birnbaum, ed., San Diego: Academic Press, 55-87.
    • (2000) Psychology Experiments on the Internet , pp. 55-87
    • Krantz, J.H.1    Reeshad, D.2
  • 38
    • 77949856691 scopus 로고    scopus 로고
    • Changing views of commercialization in digital games: In-game advertising and advergames as worlds in play
    • paper presented at, June, available at, (accessed August 18 2006)
    • Kretchmer, Susan B. (2005), "Changing Views of Commercialization in Digital Games: In-Game Advertising and Advergames as Worlds in Play," paper presented at DIGTAR conference, "Changing Views: Worlds in Play," Vancouver, June, available at www.gamesconference.org/digra2005/ overview.php (accessed August 18, 2006).
    • (2005) DIGTAR Conference, "changing Views: Worlds in Play," Vancouver
    • Kretchmer, S.B.1
  • 39
    • 0001777940 scopus 로고
    • Why three exposures may be enough
    • Krugman, Herbert E. (1972), "Why Three Exposures May Be Enough," Journal of Advertising Research, 12 (6), 11-14.
    • (1972) Journal of Advertising Research , vol.12 , Issue.6 , pp. 11-14
    • Krugman, H.E.1
  • 40
    • 77949854684 scopus 로고
    • Manipulating message involvement in advertising research
    • Laczniak, Russell N., Darrel D. Muehling, and Sanford Grossbart (1989), "Manipulating Message Involvement in Advertising Research," Journal of Advertising, 16 (3), 3-12.
    • (1989) Journal of Advertising , vol.16 , Issue.3 , pp. 3-12
    • Laczniak, R.N.1    Muehling, D.D.2    Grossbart, S.3
  • 41
    • 0345749893 scopus 로고
    • A factor analysis of college students' attitudes toward advertising
    • Larkin, Ernest F. (1977), "A Factor Analysis of College Students' Attitudes Toward Advertising," Journal of Advertising, 6 (2), 42-46.
    • (1977) Journal of Advertising , vol.6 , Issue.2 , pp. 42-46
    • Larkin, E.F.1
  • 42
    • 0040075931 scopus 로고    scopus 로고
    • What is interactivity and is it always such a good thing? Implications of definition, person and situation for the influence of interactivity on advertising effectiveness
    • Liu, Yuping, and L. J. Shrum (2002), "What Is Interactivity and Is It Always Such a Good Thing? Implications of Definition, Person and Situation for the Influence of Interactivity on Advertising Effectiveness," Journal of Advertising, 21 (4), 53-64.
    • (2002) Journal of Advertising , vol.21 , Issue.4 , pp. 53-64
    • Yuping, L.1    Shrum, L.J.2
  • 44
    • 0000380861 scopus 로고
    • The role of attitude toward the ad as mediator of advertising effectiveness: A test of competing explanation
    • May
    • MacKenzie, Scott B., Lutz J. Richard, and George J. Belch (1986), "The Role of Attitude Toward the Ad as Mediator of Advertising Effectiveness: A Test of Competing Explanation," Journal of Marketing Research, 23 (May), 130-143.
    • (1986) Journal of Marketing Research , vol.23 , pp. 130-143
    • MacKenzie, S.B.1    Richard, L.J.2    Belch, G.J.3
  • 46
    • 0030527796 scopus 로고    scopus 로고
    • Cognitive moderators of negative-emotion effects: Implications for understanding media context
    • March
    • Murry, John P., Jr., and Peter Dacin (1996), "Cognitive Moderators of Negative-Emotion Effects: Implications for Understanding Media Context," Journal of Consumer Research, 22 (March), 439-447.
    • (1996) Journal of Consumer Research , vol.22 , pp. 439-447
    • Murry Jr., J.P.1    Dacin, P.2
  • 47
    • 4043049279 scopus 로고    scopus 로고
    • Recall of brand placements in computer/video games
    • Nelson, Michelle R. (2002), "Recall of Brand Placements in Computer/Video Games," Journal of Advertising Research, 42 (2), 80-92.
    • (2002) Journal of Advertising Research , vol.42 , Issue.2 , pp. 80-92
    • Nelson, M.R.1
  • 48
    • 84917031089 scopus 로고    scopus 로고
    • Exploring consumer response to advergaming
    • Curtis P. Haugtvedt, Karen A. Machleit, and Richard Yalch, eds., Mahwah, NJ: Lawrence Erlbaum
    • --- (2005), "Exploring Consumer Response to Advergaming," in Online Consumer Psychology: Understanding and Influencing Consumer Behavior in the Virtual World, Curtis P. Haugtvedt, Karen A. Machleit, and Richard Yalch, eds., Mahwah, NJ: Lawrence Erlbaum, 167-194.
    • (2005) Online Consumer Psychology: Understanding and Influencing Consumer Behavior in the Virtual World , pp. 167-194
  • 49
    • 33846034403 scopus 로고    scopus 로고
    • Examining the influence of telepresence in spectator and player processing of real and fictitious brands in a computer game
    • ---, Ronald A. Yaros, and Heejo Keum (2006), "Examining the Influence of Telepresence in Spectator and Player Processing of Real and Fictitious Brands in a Computer Game," Journal of Advertising, 35 (4), 87-99.
    • (2006) Journal of Advertising , vol.35 , Issue.4 , pp. 87-99
    • Yaros, R.A.1    Keum, H.2
  • 50
    • 2442559395 scopus 로고    scopus 로고
    • Super bowl advertising: Field testing the importance of advertising frequency, length and placement on recall
    • Newell, Stephen J., and Kenneth V. Henderson (1998), "Super Bowl Advertising: Field Testing the Importance of Advertising Frequency, Length and Placement on Recall," Journal of Marketing Communication, 4 (4), 237-248.
    • (1998) Journal of Marketing Communication , vol.4 , Issue.4 , pp. 237-248
    • Newell, S.J.1    Henderson, K.V.2
  • 51
    • 84960673237 scopus 로고
    • Advertising repetition: A critical review of wearin and wearout
    • Pechmann, Cornelia, and David W. Stewart (1988), "Advertising Repetition: A Critical Review of Wearin and Wearout," Current Issues and Research in Advertising, 11 (2), 285-330.
    • (1988) Current Issues and Research in Advertising , vol.11 , Issue.2 , pp. 285-330
    • Cornelia, P.1    Stewart, D.W.2
  • 52
  • 53
    • 0037915921 scopus 로고    scopus 로고
    • Toward a framework of product placement: Theoretical propositions
    • Russell, Cristel A. (1998), "Toward a Framework of Product Placement: Theoretical Propositions," Advances in Consumer Research, 25 (1), 357-363.
    • (1998) Advances in Consumer Research , vol.25 , Issue.1 , pp. 357-363
    • Russell, C.A.1
  • 54
    • 0036925825 scopus 로고    scopus 로고
    • Investigating the effectiveness of product placements in television shows: The role of modality and plot connection congruence on brand memory and attitude
    • --- (2002), "Investigating the Effectiveness of Product Placements in Television Shows: The Role of Modality and Plot Connection Congruence on Brand Memory and Attitude," Journal of Consumer Research, 29 (3), 306-318.
    • (2002) Journal of Consumer Research , vol.29 , Issue.3 , pp. 306-318
  • 55
    • 33644889623 scopus 로고    scopus 로고
    • A managerial investigation into the product placement industry
    • ---, and Michael Belch (2005), "A Managerial Investigation into the Product Placement Industry," Journal of Advertising Research, 45 (1), 73-79.
    • (2005) Journal of Advertising Research , vol.45 , Issue.1 , pp. 73-79
    • Belch, M.1
  • 56
    • 0001463006 scopus 로고
    • Repetition and cognitive response
    • Richard E. Petty, Thomas O. Ostrom, and Timothy C. Brock, eds., Hillsdale, NJ: Lawrence Erlbaum
    • Sawyer, Alan G. (1981), "Repetition and Cognitive Response," in Cognitive Responses in Persuasion, Richard E. Petty, Thomas O. Ostrom, and Timothy C. Brock, eds., Hillsdale, NJ: Lawrence Erlbaum, 237-262.
    • (1981) Cognitive Responses in Persuasion , pp. 237-262
    • Sawyer, A.G.1
  • 57
    • 33749370236 scopus 로고    scopus 로고
    • Cashing in crashes via brand placement in computer games
    • Schneider, Lars-Peter, and Bettina B. Cornwell (2005), "Cashing in Crashes via Brand Placement in Computer Games," International Journal of Advertising, 24 (3), 321-343.
    • (2005) International Journal of Advertising , vol.24 , Issue.3 , pp. 321-343
    • Schneider, L.-P.1    Cornwell, B.B.2
  • 58
    • 79960813492 scopus 로고    scopus 로고
    • In-game ads could reach $2 bil
    • April 12
    • Shields, Mike (2006), "In-Game Ads Could Reach $2 Bil," Mediaweek (April 12).
    • (2006) Mediaweek
    • Shields, M.1
  • 59
    • 0031527974 scopus 로고    scopus 로고
    • Factors affecting the impact of negatively and positively framed ad messages
    • Dec
    • Shiv, Baba, Julie A. Edell, and John W. Payne (1997), "Factors Affecting the Impact of Negatively and Positively Framed Ad Messages," Journal of Consumer Research, 24 (December), 285-294.
    • (1997) Journal of Consumer Research , vol.24 , pp. 285-294
    • Baba, S.1    Edell, J.A.2    Payne, J.W.3
  • 61
    • 33646407833 scopus 로고    scopus 로고
    • When brand attitudes affect the customer satisfaction-loyalty relation: The moderating role of product involvement
    • Suh, Jung-Chae, and Youjae Yi (2006), "When Brand Attitudes Affect the Customer Satisfaction-Loyalty Relation: The Moderating Role of Product Involvement," Journal of Consumer Psychology, 16 (2), 145-155.
    • (2006) Journal of Consumer Psychology , vol.16 , Issue.2 , pp. 145-155
    • Suh, J.-C.1    Yi, Y.2
  • 62
    • 34548682169 scopus 로고    scopus 로고
    • Interactivity and persuasion: Influencing attitudes with information and involvement
    • available at, (accessed July 10 2006)
    • Sundar, Shyam S., and Jinhee Kim (2005), "Interactivity and Persuasion: Influencing Attitudes with Information and Involvement," Journal of Interactive Advertising, 5 (2), available at www.jiad.com (accessed July 10, 2006).
    • (2005) Journal of Interactive Advertising , vol.5 , Issue.2
    • Sundar, S.S.1    Kim, J.2
  • 64
    • 77949851312 scopus 로고    scopus 로고
    • available at, (accessed March 13 2007)
    • Wilson, Douglas (2007), "Burger King Gets Its Games on," available at www.gamespot.com/news (accessed March 13, 2007).
    • (2007) Burger KING GETS ITS GAMES on
    • Wilson, D.1
  • 65
    • 8344226056 scopus 로고    scopus 로고
    • Online data collection from video players: Methodological issues
    • Wood, Richard T., Mark Griffiths, and Virginia Eatough (2004), "Online Data Collection from Video Players: Methodological Issues," CyberPsychology and Behaviour, 7 (5), 511-518.
    • (2004) CyberPsychology and Behaviour , vol.7 , Issue.5 , pp. 511-518
    • Wood, R.T.1    Griffiths, M.2    Eatough, V.3
  • 66
    • 33846083292 scopus 로고    scopus 로고
    • The effectiveness of 'in-game' advertising: Comparing college students' explicit and implicit memory for brand names
    • Yang, Moonhee, David R. Roskos-Ewoldsen, Lucian Dinu, and Laura M. Arpen (2006), "The Effectiveness of 'In-Game' Advertising: Comparing College Students' Explicit and Implicit Memory for Brand Names," Journal of Advertising, 35 (4), 143-152.
    • (2006) Journal of Advertising , vol.35 , Issue.4 , pp. 143-152
    • Moonhee, Y.1    Roskos-Ewoldsen, D.R.2    Dinu, L.3    Arpen, L.M.4
  • 67
    • 2942561631 scopus 로고    scopus 로고
    • Lifestyle of online gamers: A psychological approach
    • available at, (accessed August 17 2006)
    • Youn, Seounmi, Mira Lee, and Kenneth O. Doyle (2003), "Lifestyle of Online Gamers: A Psychological Approach," Journal of Interactive Advertising, 3 (2), available at www.jiad.com (accessed August 17, 2006).
    • (2003) Journal of Interactive Advertising , vol.3 , Issue.2
    • Seounmi, Y.1    Lee, M.2    Doyle, K.O.3
  • 68
    • 84952751873 scopus 로고
    • The personal involvement inventory: Reduction, revision and application to advertising
    • Zaichkowsky, Judith L. (1994), "The Personal Involvement Inventory: Reduction, Revision and Application to Advertising," Journal of Advertising, 23 (4), 59-70.
    • (1994) Journal of Advertising , vol.23 , Issue.4 , pp. 59-70
    • Zaichkowsky, J.L.1


* 이 정보는 Elsevier사의 SCOPUS DB에서 KISTI가 분석하여 추출한 것입니다.