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Engaging consumers through branded e...

IGI Global,

Engaging consumers through branded entertainment and convergent media /

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Engaging consumers through branded entertainment and convergent media /Jose Marti Parreno, Carla Ruiz Mafe, and Lisa Scribner, editors.
其他作者:	Marti Parreño, Jose,
面頁冊數:	PDFs (353 pages) :illustrations.
標題:	Product placement in mass media.
電子資源:	http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/978-1-4666-8342-6
ISBN:	9781466683433 (ebook)

Engaging consumers through branded entertainment and convergent media /
Engaging consumers through branded entertainment and convergent media /Jose Marti Parreno, Carla Ruiz Mafe, and Lisa Scribner, editors. - PDFs (353 pages) :illustrations.

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.

Mode of access: World Wide Web.

ISBN: 9781466683433 (ebook)

Standard No.: 10.4018/978-1-4666-8342-6doi

LCCN: 2015006724Subjects--Topical Terms:

294280
Product placement in mass media.
Subjects--Index Terms:

Branded casual games

LC Class. No.: HF6146.P78 / E54 2015e

Dewey Class. No.: 658.8/27

Engaging consumers through branded entertainment and convergent media /
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245 0 0 $a Engaging consumers through branded entertainment and convergent media / $c Jose Marti Parreno, Carla Ruiz Mafe, and Lisa Scribner, editors.
264 1 $a Hershey, Pennsylvania (701 E. Chocolate Avenue, Hershey, PA 17033, USA) : $b IGI Global, $c [2015]
300 $a PDFs (353 pages) : $b illustrations.
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504 $a Includes bibliographical references and index.
505 0 $a 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 $a Restricted to subscribers or individual electronic text purchasers.
520 3 $a "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 $a Also available in print.
538 $a Mode of access: World Wide Web.
650 0 $a Product placement in mass media. $3 294280
650 0 $a Branding (Marketing) $3 266407
653 $a Branded casual games
653 $a Branded content
653 $a Cross-cultural issues
653 $a Ethical issues
653 $a Gamification
653 $a Product placement
653 $a Serious games
653 $a Social networking
700 1 $a Marti Parreño, Jose, $e editor. $3 717821
700 1 $a Ruiz Mafe, Carla, $d 1973- $e editor. $3 717822
700 1 $a Scribner, Lisa, $d 1967- $e editor. $3 717823
710 2 $a IGI Global, $e publisher. $3 717658
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