Examining the deferred effects of gaming platform and game speed of advergames on memory, attitude, and purchase intention
Tathagata Ghosh & Sreejesh S. & Yogesh K. Dwivedi
| Year of publication: |
2021
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| Authors: | Ghosh, Tathagata ; Sreejesh, S. ; Dwivedi, Yogesh K. |
| Published in: |
Journal of interactive marketing : a quarterly publication from the Direct Marketing Educational Foundation. - Thousand Oaks, CA : SAGE Publishing, ISSN 1094-9968, ZDB-ID 1424950-9. - Vol. 55.2021, p. 52-66
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| Subject: | Advergame | Brand familiarity | Game speed | Gaming platform | Memory | Computerspiel | Video game | Spieltheorie | Game theory | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Digitale Plattform | Digital platform | Markenimage | Brand image | Online-Marketing | Internet marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.intmar.2021.01.002 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://ebvufind01.dmz1.zbw.eu/10013041309