Brand placements in computer and video games : an overview and research questions

Kuhn, Kerri-Ann, Love, Anita, & Pope, Nigel K. Ll. (2004) Brand placements in computer and video games : an overview and research questions. In ANZMAC 2004 : marketing accountabilities and responsibilities, 29 November-1 December 2004, Wellington, New Zealand.

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Despite the size and growth of the computer and video gaming industry – as well as the increasing use of the medium for the placement of advertising and product placement – researchers have neglected this area. By drawing on existing literature and research in similar and related areas of film product placement, sponsorship and interactivity, the authors present a conceptual overview and identify areas for research.

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ID Code: 27711
Item Type: Conference Paper
Refereed: Yes
Keywords: product placement, sponsorship, interactivity, video games
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Communications (150502)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Copyright Owner: Copyright 2004 the authors.
Deposited On: 02 Oct 2009 05:02
Last Modified: 29 Jun 2017 14:40

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