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Title Engaging consumers through branded entertainment and convergent media / Jose Marti Parreno, Carla Ruiz Mafe, and Lisa Scribner, editors
Imprint Hershey, Pennsylvania (701 E. Chocolate Avenue, Hershey, PA 17033, USA) : IGI Global, [2015]
book jacket
Descript PDFs (353 pages) : illustrations
text rdacontent
electronic isbdmedia
online resource rdacarrier
Note Includes bibliographical references and index
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
Restricted to subscribers or individual electronic text purchasers
"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
Also available in print
Mode of access: World Wide Web
Link (Original) (DLC)2015006724
Print version: 1466683422 9781466683426 (DLC) 2015006724
Subject Product placement in mass media
Branding (Marketing)
Branded casual games
Branded content
Cross-cultural issues
Ethical issues
Product placement
Serious games
Social networking
Alt Author Marti Parreño, Jose, editor
Ruiz Mafe, Carla, 1973- editor
Scribner, Lisa, 1967- editor
IGI Global, publisher
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