Effects of in-game brand congruity on esports consumers' implicit and explicit memory
Yongjin Hwang, Nicholas Masafumi Watanabe and Mark Nagel
| Year of publication: |
2023
|
|---|---|
| Authors: | Hwang, Yongjin ; Watanabe, Nicholas Masafumi ; Nagel, Mark S. |
| Published in: |
International journal of sports marketing & sponsorship. - Bingley : Emerald Group Publishing Limited, ISSN 2515-7841, ZDB-ID 2238604-X. - Vol. 24.2023, 1, p. 108-128
|
| Subject: | Brand congruity | Esports | Explicit memory | Implicit memory | In-game advertising | Computerspiel | Video game | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Markenführung | Brand management | Werbung | Advertising | Markenartikel | Brand | Markenimage | Brand image |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/IJSMS-03-2022-0085 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://ebvufind01.dmz1.zbw.eu/10014232451