Advergame for purchase intention via game and brand attitudes from antecedents of system design, psychological state, and game content : interactive role of brand familiarity
Year of publication: |
2022
|
---|---|
Authors: | Hsiao, Wei-Hung ; Lin, Yu-Hsiu ; Wu, Ing-Long |
Published in: |
Journal of organizational computing and electronic commerce. - New York, NY : Routledge, Taylor and Francis Group, ISSN 1532-7744, ZDB-ID 2008078-5. - Vol. 32.2022, 1, p. 45-68
|
Subject: | advergame attitude | brand attitude | elaboration likelihood model | game beliefs | Hierarchy of effect theory | purchase intention | Konsumentenverhalten | Consumer behaviour | Computerspiel | Video game | Markenimage | Brand image | Experiment | Werbewirkung | Advertising effects | Spieltheorie | Game theory | Markenführung | Brand management | Online-Marketing | Internet marketing | Markenartikel | Brand |
-
Effect of game-interactivity and congruence on presence and brand attitude
Vashisht, Devika, (2017)
-
Sreejesh, S., (2021)
-
Kim, Dong Hoo, (2019)
- More ...
-
Exploring the opportunity of digital voice assistants in the logistics and transportation industry
Hsiao, Wei-Hung, (2019)
-
Tsai, Pei-Hsuan, (2023)
-
Tsai, Pei-Hsuan, (2023)
- More ...