Moving beyond the content : the role of contextual cues in the effectiveness of gamification of advertising
S. Sreejesh, Tathagata Ghosh, Yogesh K. Dwivedi
| Year of publication: |
2021
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|---|---|
| Authors: | Sreejesh, S. ; Ghosh, Tathagata ; Dwivedi, Yogesh K. |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 132.2021, p. 88-101
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| Subject: | Access platform | Brand attitude | Brand memory | Gaming device | In-game advertising | Computerspiel | Video game | Werbewirkung | Advertising effects | Werbung | Advertising | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Markenartikel | Brand | Online-Marketing | Internet marketing | Markenführung | Brand management |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2021.04.007 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://ebvufind01.dmz1.zbw.eu/10012581567