Extending expectancy violations theory to multiplayer online games : the structure and effects of expectations on attitude toward the advertising, attitude toward the brand, and purchase intent
Nathaniel J. Evans and Hyejin Bang
| Year of publication: |
2019
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| Authors: | Evans, Nathaniel J. ; Bang, Hye Jin |
| Published in: |
Journal of promotion management : innovations in planning and applied research. - [Erscheinungsort nicht ermittelbar] : Routledge, ISSN 1540-7594, ZDB-ID 2112907-1. - Vol. 25.2019, 4, p. 589-608
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| Subject: | attitudes | confirmatory factor analysis | Expectancy violations | in-game advertising | Konsumentenverhalten | Consumer behaviour | Werbung | Advertising | Werbewirkung | Advertising effects | Computerspiel | Video game | Meinung | Opinion | Faktorenanalyse | Factor analysis | Erwartungsbildung | Expectation formation |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/10496491.2018.1500411 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012179047