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Реферат Стратегії залученості в брендінгу ігрового світу &Warcraft&





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.Brainbridge WS «The Warcraft Civilization: Social Science in Virtual World» MIT Press, 2010. 255 p.

.Buchholz LM, Smith RE The Role of Consumer Involvement in Determining Cognitive Response to Broadcast Advertising - Journal of Advertising Volume 20, Number 1. тисяча дев'ятсот дев'яносто один

.Celsi, R., Olson, J. The role of involvement in attention and comprehension processes.- The Journal of consumer research, 15, 1988

.Costa M. Brands Fail to Follow the Rules of Engagement. Marketing Week. 18 February 2010. P. 22-24

.Costa M. Customer Engagement Improves Brand Profits. Marketing Week. 13 May 2010. P. 22-24

.Creel T. How Corporate Social Responsibility Influences Brand Equity. Management Accounting Quarterly. Vol. 13, No. 4. 2012

.Ferlazzo L. Involvement or Engagement? Schools, Families, Communities. Volume 68. Number 8. May 2011

.Flynn L. R, Goldsmith RE, Korzenny F. Brand Engagement in Self-Concept: A Psychometric and Demographic Analysis. Journal of Multidisciplinary Research, Vol. 3, No. 2, Summer 2011

.Fui-Hoon Nah F., Eschenbrenner B., DeWester D. Enhancing Brand Equity through Flow and Telepresence: A Comparison of 2D and 3D Virtual Worlds. MIS Quarterly Vol. 35 No. 3 pp. 731-747. September 2011

.Gambetti, Rossella C. Graffigna, Guendalina Biraghi, Silvia. International Journal of Market Research; Vol. 54 Issue 5, 2012. P. 659-687

.Golub A. Anthropological Perspectives on Knowledge in the Digital Age. Being in the World (of Warcraft): Raiding, Realism, and Knowledge Production in a Massively Multiplayer Online Game. Anthropological Quarterly, Vol. 83, No. 1, P. 17-46. +2010

.Hollebeek LD Demystifying customer brand engagement: Exploring the loyalty nexus.- Journal of Marketing Management, Vol. 27, Nos. 7-8, July 2011

.Howe J. The Rise of Crowdsourcing. Wired. Issue 14.06. June 2006. URL: http://wired/wired/archive/14.06/crowds.html

.Howe N., Strauss W .. Millennials rising: the next great generation. Vintage Books, 2000. 415 p.

.Johnson, B., Eagly, AH Effects of involvement on persuasion: A meta-analysis. Psychological Bulletin, 106, 1989

.Krugman, Herbert E. The Impact of Television Advertising: Learning Without Involvement.- Public Opinion Quarterly, 29, 1965

.Lastovicka John. L., Gardner David M. Components of Involvement. Paper presented to the American Marketing Association, Eighth Annual Attitude Research Conference, 1977

.Lee D., Kim HS, Kim JK The Impact of Online Brand Community Type on Consumers Community Engagement Behaviors: Consumer-Created vs. Marketer-Created Online Brand Community in Online Social-Networking Web Sites. Cyberpsychology, Behavior, and Social Networking. Volume 14, Number 1-2, 2011

.Penn D. Getting Animated about Emotion: The New Frontier. Frontiers in Research: Unspoken. Part 12. Congress. 2008

.Prahalad, C.K .; Ramaswamy, Venkat. Co-creating unique value with customers. Strategy amp; Leadership. Vol. 32. No. 3. Emerald Group Publishing Limited. 2004

.Prahalad C. K. Ramaswamy, Venkat. Co-creation Customer Competence. Journal of Interactive Marketing Volume 18, Issue 3, 2004

.Prahalad, C.K .; Ramaswamy, Venkat. Co-opting Customer Competence. Harvard Business Review,, Vol. 78 Issue 1, p79, 9p, 2 charts, Jan/Feb 2000

.Prax. P. Co-creative interface development in MMOR PGs - the case of World of Warcraft add-ons. Journal of Gaming and Virtual Worlds. Volume 4 Number 1. 2012

.Pushor D. Parent Engagement: Creating a Shared World. Invited Research Paper. Ontario Education Research Symposium. Toronto, Ontario. January 18 - 20, 2007

.Roberts К. Lovemarks: The Future Beyond Brands. NY: power House Books, 2005. 377 p.

.Rollings A., Morris D. Game Architecture and Design: A New Edition. New Riders. Boston, 2003. 930 p.

.Schmieder C. World of Maskcraft vs. World of Queercraft? Communication, sex and gender in the online role-playing game World of Warcraft. Journal of Gaming and Virtual Worlds, Volume 1, Number 1, 2009

.Smith C. N., Ansett S., Erez L. How Gap Inc. Engaged with Stakeholders. MIT Sloan Management Review. Vol. 52, No. 4. 2011

.Taylor MB Product Involvement and Brand Commitment. Journal of Advertising Research. Volume 21, 1981

.Taylor T. L. Does WoW Change Everything? How a PvP Server, Multinational Player Base, and Surveillance Mod Scene Caused Me Pause. Games and Culture. Volume 1 Number 4 October 2006. P. 1-20

.Tripathi MN Customer Engagement - Key to successful Brand Building. Vilakshan, XIMB Journal of Management; March, 2009

.Wang A. Branding over Mobile and Internet Advertising: The Cross-Media Effect. International Journal of Mobile Marketing, Vol. 2, No. 1, ...


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