Browsing Graduate School - MU Theses and Dissertations (MU) by Title "Get in the game : the effects of game-product congruity and product placement proximity on game players' processing of brands embedded in advergames"
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Get in the game : the effects of game-product congruity and product placement proximity on game players' processing of brands embedded in advergames
(University of Missouri--Columbia, 2008)This study examined the effects of congruity and proximity on game players' brand memory, attitude toward the brand, and resources available at encoding for advergames. A 2(congruity) x 2(proximity) x 2(advergame) ...