The effect of product placement in computer games on brand attitude and recall

Thomas Mackay, Michael Thomas Ewing, Fiona Joy Newton, Lydia Elisabeth Windisch

Research output: Contribution to journal › Article › Research › peer-review

76 Citations (Scopus)

Original language	English
Pages (from-to)	423 - 438
Number of pages	16
Journal	International Journal of Advertising
Volume	28
Issue number	3
DOIs	https://doi.org/10.2501/S0265048709200680
Publication status	Published - 2009

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title = "The effect of product placement in computer games on brand attitude and recall",

author = "Thomas Mackay and Ewing, {Michael Thomas} and Newton, {Fiona Joy} and Windisch, {Lydia Elisabeth}",

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T1 - The effect of product placement in computer games on brand attitude and recall

AU - Mackay, Thomas

AU - Ewing, Michael Thomas

AU - Newton, Fiona Joy

AU - Windisch, Lydia Elisabeth

PY - 2009

Y1 - 2009

U2 - 10.2501/S0265048709200680

DO - 10.2501/S0265048709200680

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SP - 423

EP - 438

JO - International Journal of Advertising

JF - International Journal of Advertising

SN - 0265-0487

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