Advergame for purchase intention via game and brand attitudes from antecedents of system design, psychological state, and game content : interactive role of brand familiarity
Wei-Hung Hsiao, Yu-Hsiu Lin and Ing-Long Wu
| Year of publication: |
2022
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|---|---|
| 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
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| Subject: | advergame attitude | brand attitude | elaboration likelihood model | game beliefs | Hierarchy of effect theory | purchase intention | Konsumentenverhalten | Consumer behaviour | Computerspiel | Video game | Werbewirkung | Advertising effects | Markenimage | Brand image | Spieltheorie | Game theory | Online-Marketing | Internet marketing | Markenartikel | Brand | Experiment |
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