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Impact of nature of advergames on brand recall and brand attitude among young Indian gamers : moderating roles of game-product congruence and persuasion knowledge

Vashisht, Devika; Sreejesh, S. - In: Young consumers : insight and ideas for responsible … 16 (2015) 4, pp. 454-467

Persistent link: https://www.econbiz.de/10011522157

Effects of brand placement strength, prior game playing experience and game involvement on brand recall in advergames

Vashisht, Devika; Sreejesh, S. - In: Journal of Indian business research 7 (2015) 3, pp. 292-312

Persistent link: https://www.econbiz.de/10011413307

Impact of nature of advergames on brand recall and brand attitude among young Indian gamers: moderating roles of game-product congruence and persuasion knowledge

Vashisht, Devika; S., Sreejesh - In: Young Consumers 16 (2015) 4, pp. 454-467

Purpose – The purpose of this study is to enhance the knowledge of advertising effects of nature of advergame (game speed) on gamers’ brand recall and attitude. More specifically, this study investigates varying effects of game speed in advergames on young Indian gamers’ brand recall and...

Persistent link: https://www.econbiz.de/10015044475