Effect of game-interactivity and congruence on presence and brand attitude
Devika Vashisht and Abhishek Chauhan
| Year of publication: |
2017
|
|---|---|
| Authors: | Vashisht, Devika ; Chauhan, Abhishek |
| Published in: |
Marketing intelligence & planning. - Bingley : Emerald Group Publishing Limited, ISSN 0263-4503, ZDB-ID 83207-8. - Vol. 35.2017, 6, p. 789-804
|
| Subject: | Interactivity | Game-product congruence | Brand attitude | Presence | In-game advertising | Online game | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Computerspiel | Video game | Markenimage | Brand image | Online-Marketing | Internet marketing | Werbung | Advertising | Markenführung | Brand management | Markenartikel | Brand |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/MIP-01-2017-0018 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011797979