L'acceptabilité du placement de marques dans les jeux vidéo : une application aux joueurs de 15 à 35 ans
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Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00305739v2
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References listed on IDEAS
- Russell, Cristel Antonia, 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, Journal of Consumer Research Inc., vol. 29(3), pages 306-318, December.
- Etienne Bressoud & Jean-Marc Lehu, 2007. "The product placement efficiency as a result of a relationship between a spectator and a movie," Post-Print halshs-00305718, HAL.
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Keywords
acceptability; brand placement; product placement; video game; Advergaming; acceptabilité; placement de marques; placement de produits; jeux vidéo;All these keywords.
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