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- W2044157259 abstract "AbstractThis study investigates the moderating influences of brand congruence and placement prominence on the impact of game-evoked flow on cognitive and affective outcomes for in-game brand placements. In two studies, the authors demonstrate that experiencing flow while gaming tends to contribute positively to affective outcomes, leading to more positive brand attitudes, but it has no impact on cognitive processing or brand recognition. In particular, brand congruence moderates the impact of flow, leading to more positive brand attitudes and brand recognition. Brand prominence moderates the impact of flow only on brand recognition, not on brand attitudes. These findings offer several implications, limitations and directions for further research. Additional informationNotes on contributorsIris VermeirIris Vermeir is associate professor at the Department of Marketing at Ghent University. Her research interests focus on consumer attitudes and behaviour, consumer personality and motivation, marketing communication, services marketing and kids marketing. She has published in international peer-reviewed journals such as Journal of Consumer Research, Journal of Service Research, Journal of Business Research, Journal of Computer-Mediated Communication, Journal of Business Ethics, Psychology & Marketing and Personality and Individual Differences.Snezhanka KazakovaSnezhanka Kazakova is a PhD student in the Communication Department of Ghent University. Her dissertation is focused on the media multitasking phenomenon, its carryover effects on information processing, self-regulatory processing and its implications for the fields of consumer behaviour and advertising.Tina TessitoreTina Tessitore is assistant professor in the Marketing and Negotiation Department of IESEG School of Management, France. Her research interests include product placement, advertising in digital media, persuasion knowledge, suspicion, and warnings. She has published in International Journal of Advertising and Tourism Management. She has presented her research at several international conferences, such as Association for Consumer Research, Society for Consumer Psychology, and EMAC.Verolien CaubergheVeroline Cauberghe is associate professor in Communication Management at the Ghent University. Her research interest focuses on advertising effectiveness and new media, activation of persuasive knowledge among minors and crisis communication. She published her research in international journals such as Journal of Advertising, International Journal of Advertising, Journal of Interactive Marketing, Journal of Business Research and Public Relations Review.Hendrik SlabbinckHendrik Slabbinck works as assistant professor in the Department of Marketing at Ghent University. His research interests lie in applied research methods and consumer behaviour. He published in journals such as the European Journal of Personality, Personality and Individual Differences and the Journal of Operations Management." @default.
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- W2044157259 date "2014-01-01" @default.
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- W2044157259 title "Impact of flow on recognition of and attitudes towards in-game brand placements" @default.
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- W2044157259 doi "https://doi.org/10.2501/ija-33-4-785-810" @default.
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