LEADER 00000nam a2200529 i 4500 
001       00000172 
003    IGIG 
005    20150704002720.0 
008    150627s2015    paua   fob    001 0 eng d 
010    2015006724 
020    9781466683433 (ebook) 
020    9781466683426|qprint 
024 7  10.4018/978-1-4666-8342-6|2doi 
035    (CaBNVSL)gtp00563118 
035    (OCoLC)912277269 
040    CaBNVSL|beng|erda|cCaBNVSL|dCaBNVSL|dAS 
050  4 HF6146.P78|bE54 2015e 
082 04 658.8/27|223 
245 00 Engaging consumers through branded entertainment and 
       convergent media /|cJose Marti Parreno, Carla Ruiz Mafe, 
       and Lisa Scribner, editors 
264  1 Hershey, Pennsylvania (701 E. Chocolate Avenue, Hershey, 
       PA 17033, USA) :|bIGI Global,|c[2015] 
300    PDFs (353 pages) :|billustrations 
336    text|2rdacontent 
337    electronic|2isbdmedia 
338    online resource|2rdacarrier 
504    Includes bibliographical references and index 
505 0  Branded entertainment: past, present, and future / Jose 
       Marti-Parreño, Carla Ruiz-Mafe, Lisa L. Scribner -- A 
       classification of branded entertainment based on 
       psychological levels of processing / Jesus Bermejo-Berros 
       -- Author-as-franchise-product: Edgar Rice Burroughs Inc 
       and Tarzan as historical branded entertainment / Matthew 
       Freeman -- A theoretical model for the study of persuasive
       communication through digital games / Teresa de la Hera 
       Conde-Pumpido -- The role of online social interaction in 
       the recommendation of a brand community / Cleopatra 
       Veloutsou, Laurence Dessart, Georgia Maria Arvaniti -- 
       Deep and shallow gamification in marketing: thin evidence 
       and the forgotten powers of really good games / Andreas 
       Lieberoth, Max Møller, Andreea Catalina Marin -- Product 
       placement in video games: image transference among 
       emotions / Ines Küster [and 4 others] -- Sitcoms make you 
       laugh and recycle: exploring the concept of behavior 
       placements / Christine Kowalczyk, Jennifer Martinez -- 
       Product placement in the pharmaceutical industry: the case
       of Sinemet in ER / Jose Enrique De la rubia Orti [and 3 
       others] -- How branded entertainment shapes consumers' 
       brand attitudes: evidence from an advertiser-funded 
       program / Yann Verhellen, Nathalie Dens, Patrick De 
       Pelsmacker -- Brand perception and its relation to 
       perceived performance of a public sports service / Mario 
       Alguacil Jimenez [and 3 others] -- User-generated-content:
       concept, typology, and marketing outcomes / Jose Marti-
       Parreño, Lisa L. Scribner, Carla Ruiz-Mafe -- Involving 
       customers through co-creation: an approach from the 
       fashion industry / Desamparados Pardo-Cuenca, Vicente 
       Javier Prado-Gasco 
506    Restricted to subscribers or individual electronic text 
       purchasers 
520 3  "This book provides an interdisciplinary approach to 
       connecting with the consumer through branding strategies 
       in the entertainment and media fields, featuring 
       information regarding emergent research and techniques"--
       Provided by publisher 
530    Also available in print 
538    Mode of access: World Wide Web 
650  0 Product placement in mass media 
650  0 Branding (Marketing) 
653    Branded casual games 
653    Branded content 
653    Cross-cultural issues 
653    Ethical issues 
653    Gamification 
653    Product placement 
653    Serious games 
653    Social networking 
700 1  Marti Parreño, Jose,|eeditor 
700 1  Ruiz Mafe, Carla,|d1973-|eeditor 
700 1  Scribner, Lisa,|d1967-|eeditor 
710 2  IGI Global,|epublisher 
776 0  |c(Original)|w(DLC)2015006724 
776 08 |iPrint version:|z1466683422|z9781466683426|w(DLC)  
       2015006724 
856 41 |3Chapter PDFs via platform:|uhttp://services.igi-
       global.com/resolvedoi/resolve.aspx?doi=10.4018/978-1-4666-
       8342-6|zeBook(IGI Global)