Do social advergames affect brand attitudes and advocacy?
Year of publication: |
June 2016
|
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Authors: | Tuten, Tracy L. ; Ashley, Christy |
Published in: |
Journal of marketing communications. - Abingdon : Taylor & Francis, ISSN 1352-7266, ZDB-ID 1317851-9. - Vol. 22.2016, 3, p. 236-255
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Subject: | advergames | brand attitudes | brand advocacy | advertising creativity | Werbewirkung | Advertising effects | Computerspiel | Video game | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Online-Marketing | Internet marketing | Markenimage | Brand image | Werbung | Advertising | Kreativität | Creativity | Markenartikel | Brand |
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