Application of Knowledge in Advergaming as Source of Possible Competitive Advantage

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216305%3A26510%2F11%3APU93908" target="_blank" >RIV/00216305:26510/11:PU93908 - isvavai.cz</a>

Result on the web

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DOI - Digital Object Identifier

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Result language

angličtina

Original language name

Application of Knowledge in Advergaming as Source of Possible Competitive Advantage

Original language description

The article is involved in the question of the utilization of the knowledge in the advergaming (an original tool of the marketing communication) as the source of a possible competitive advantage. Related terms are briefly described as well as the research carried-out within the group of young people in the Czech Republic. The research confirms that just the advergaming might have the potential for the acquisition of the "consumers of the advertising message" and, consequently, the possible broadening ofthe knowledge of the company. The output is then the scheme displaying the links and the utilization of the knowledge in the advergame itself.

Czech name

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Czech description

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Type

J_x - Unclassified - Peer-reviewed scientific article (Jimp, Jsc and Jost)

CEP classification

AE - Management, administration and clerical work

OECD FORD branch

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Project

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Continuities

S - Specificky vyzkum na vysokych skolach

Publication year

2011

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

Journal of Competitiveness

ISSN

1804-171X

e-ISSN

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Volume of the periodical

Neuveden

Issue of the periodical within the volume

3

Country of publishing house

CZ - CZECH REPUBLIC

Number of pages

11

Pages from-to

108-118

UT code for WoS article

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EID of the result in the Scopus database

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