What is in a game? : the impact of advergame design and reward elements on gamers' brand patronage
Juhi Gahlot Sarkar, Abhigyan Sarkar and S. Sreejesh
| Year of publication: |
2023
|
|---|---|
| Authors: | Sarkar, Juhi Gahlot ; Sarkar, Abhigyan ; Sreejesh, S. |
| Published in: |
Asia Pacific journal of marketing and logistics. - [Erscheinungsort nicht ermittelbar] : Proquest, ISSN 1758-4248, ZDB-ID 2037486-0. - Vol. 35.2023, 10, p. 2538-2564
|
| Subject: | Advergame experiences | Consumer-brand relationship quality | Hedonic reward | Utilitarian reward | Computerspiel | Video game | Konsumentenverhalten | Consumer behaviour | Beziehungsmarketing | Relationship marketing | Markenimage | Brand image | Werbewirkung | Advertising effects | Markenartikel | Brand | Markenführung | Brand management |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/APJML-01-2023-0027 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014430265