高雄醫學大學圖書館 |

Engaging consumers through branded entertainment and convergent media

Record Type:	Language materials, printed : monographic
Secondary Intellectual Responsibility:	ScribnerLisa, 1967-
Secondary Intellectual Responsibility:	Ruiz MafeCarla, 1973-
Secondary Intellectual Responsibility:	Marti ParreñoJose,
Secondary Intellectual Responsibility:	IGI Global
Description:	PDFs (353 pages)illustrations. :
Subject:	Branding (Marketing) -
Subject:	Product placement in mass media. -
Subject:	Branded casual games
Subject:	Branded content
Subject:	Cross-cultural issues
Subject:	Ethical issues
Subject:	Gamification
Subject:	Product placement
Subject:	Serious games
Subject:	Social networking
Online resource:	http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/978-1-4666-8342-6
Notes:	Content Type: text
Summary:	"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.
ISBN:	9781466683433
Content Note:	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.

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..
Branded entertainment: past, present, and future / Jose Marti-Parreño, Carla Ruiz-Mafe, Lisa L. Scribner.
Content Type: textMedia type: electronicCarrier type: online resourceRestricted to subscribers or individual electronic text purchasers..
Includes bibliographical references and index..
ISBN 9781466683433ISBN 9781466683426
Branding (Marketing)Product placement in mass media.
Branded casual gamesBranded contentCross-cultural issuesEthical issuesGamificationProduct placementSerious gamesSocial networking

Scribner, Lisa

Engaging consumers through branded entertainment and convergent media
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200 1 $a Engaging consumers through branded entertainment and convergent media $f Jose Marti Parreno, Carla Ruiz Mafe, and Lisa Scribner, editors.
215 1 $a PDFs (353 pages) $c illustrations.
300 $a Content Type: text
300 $a Media type: electronic
300 $a Carrier type: online resource
300 $a Restricted to subscribers or individual electronic text purchasers.
301 $a 10.4018/978-1-4666-8342-6
310 $a Also available in print.
320 $a Includes bibliographical references and index.
327 1 $a Branded entertainment: past, present, and future / Jose Marti-Parreño, Carla Ruiz-Mafe, Lisa L. Scribner $a A classification of branded entertainment based on psychological levels of processing / Jesus Bermejo-Berros $a Author-as-franchise-product: Edgar Rice Burroughs Inc and Tarzan as historical branded entertainment / Matthew Freeman $a A theoretical model for the study of persuasive communication through digital games / Teresa de la Hera Conde-Pumpido $a The role of online social interaction in the recommendation of a brand community / Cleopatra Veloutsou, Laurence Dessart, Georgia Maria Arvaniti $a Deep and shallow gamification in marketing: thin evidence and the forgotten powers of really good games / Andreas Lieberoth, Max Møller, Andreea Catalina Marin $a Product placement in video games: image transference among emotions / Ines Küster [and 4 others] $a Sitcoms make you laugh and recycle: exploring the concept of behavior placements / Christine Kowalczyk, Jennifer Martinez $a Product placement in the pharmaceutical industry: the case of Sinemet in ER / Jose Enrique De la rubia Orti [and 3 others] $a How branded entertainment shapes consumers' brand attitudes: evidence from an advertiser-funded program / Yann Verhellen, Nathalie Dens, Patrick De Pelsmacker $a Brand perception and its relation to perceived performance of a public sports service / Mario Alguacil Jimenez [and 3 others] $a User-generated-content: concept, typology, and marketing outcomes / Jose Marti-Parreño, Lisa L. Scribner, Carla Ruiz-Mafe $a Involving customers through co-creation: an approach from the fashion industry / Desamparados Pardo-Cuenca, Vicente Javier Prado-Gasco.
330 $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.
337 $a Mode of access: World Wide Web.
452 1 $1 001(DLC)2015006724
452 1 $1 300 $a Print version: $1 001(DLC) 2015006724 $1 0101 $a 1466683422; 9781466683426
606 $a Branding (Marketing) $2 lc $3 384887
606 $a Product placement in mass media. $2 lc $3 384886
610 1 $a Branded casual games
610 1 $a Branded content
610 1 $a Cross-cultural issues
610 1 $a Ethical issues
610 1 $a Gamification
610 1 $a Product placement
610 1 $a Serious games
610 1 $a Social networking
676 $a 658.8/27 $v 23
680 $a HF6146.P78 $b E54 2015e
702 1 $a Scribner $b Lisa $f 1967- $4 editor. $3 384885
702 1 $a Ruiz Mafe $b Carla $f 1973- $4 editor. $3 384884
702 1 $a Marti Parreño $b Jose $4 editor. $3 384883
712 0 2 $a IGI Global $4 publisher. $3 384552
856 7 $2 http $3 Chapter PDFs via platform $u http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/978-1-4666-8342-6