Impact of flow on recognition of and attitudes towards in-game brand placements: Brand congruence and placement prominence as moderators
Iris Vermeir and Snezhanka Kazakova
Ghent University
Tina Tessitore
IÉSEG School of Management, Marketing and Negotiation Department, Université Catholique de Lille (LEM UMR CNRS 8179)
Verolien Cauberghe and Hendrik Slabbinck
Ghent University
Introduction
The sharp increase in traditional advertising clutter and reports of its declining effectiveness (Jaffe 2005), combined with technological developments and innovations such as digital video recorders, have prompted advertising professionals to shift their focus to alternative forms of advertising. In their quest to capture...