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Prosumption through advergames : leveraging on advergame format and reward elements to create a sacred brand

Sarkar, Juhi Gahlot; Sarkar, Abhigyan; Sreejesh, S. - In: European journal of marketing 56 (2022) 10, pp. 2649-2676

Persistent link: https://www.econbiz.de/10013457380

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

Moving beyond the content : the role of contextual cues in the effectiveness of gamification of advertising

Sreejesh, S.; Ghosh, Tathagata; Dwivedi, Yogesh K. - In: Journal of business research : JBR 132 (2021), pp. 88-101

Persistent link: https://www.econbiz.de/10012581567

The effects of context congruence on ad persuasiveness in e-magazines : it serves my motive, and I distinguish the advertisement

Telang, Achyut; Sahoo, Debajani; Sreejesh, S.; Paul, Justin - In: Journal of advertising research 61 (2021) 3, pp. 303-317

Persistent link: https://www.econbiz.de/10012656832

Winning the ad battle : exploring the influence of subtle design elements and gaming platform on consumer attention and brand memory in in-game advertising

Sreejesh, S.; Ghosh, Tathagata - In: Australasian marketing journal : AMJ ; official journal … 33 (2025) 1, pp. 35-46

Persistent link: https://www.econbiz.de/10015327206

Brand logos versus brand names : a comparison of the memory effects of textual and pictorial brand elements placed in computer games

Ghosh, Tathagata; Sreejesh, S.; Dwivedi, Yogesh K. - In: Journal of business research : JBR 147 (2022), pp. 222-235

Persistent link: https://www.econbiz.de/10013271486

Brands in a game or a game for brands? : comparing the persuasive effectiveness of in-game advertising and advergames

Ghosh, Tathagata; Sreejesh, S.; Dwivedi, Yogesh K. - In: Psychology & marketing 39 (2022) 12, pp. 2328-2348

Persistent link: https://www.econbiz.de/10013465194

Impact of online advertising on adolescent's brand attitudes

Eshghi, Abdolreza; Sarkar, Juhi Gahlot; Sarkar, Abhigyan - In: Marketing intelligence & planning 35 (2017) 6, pp. 706-723

Persistent link: https://www.econbiz.de/10011797790

The moderating role of consumer personality and source credibility in celebrity endorsements

Roy, Subhadip; Jain, Varsha; Rana, Pragati - In: Asia-Pacific Journal of Business Administration 5 (2013) 1, pp. 72-88

Purpose – The aim of the present study is to investigate the comparative effect of sports vs film celebrity with the moderating effect (if any) of the celebrity credibility and consumer personality on consumer attitudes. Design/methodology/approach – The present study uses a 3×1...

Persistent link: https://www.econbiz.de/10014674235

Celebrity endorsements in emerging markets : align endorsers with brands or with consumers?

Roy, Subhadip; Guha, Abhijit; Biswas, Abhijit; Grewal, Dhruv - In: Journal of international business studies : JIBS ; an … 50 (2019) 3, pp. 295-317

Persistent link: https://www.econbiz.de/10012006997