Impact of nature of advergames on brand recall and brand attitude among young Indian gamers : moderating roles of game-product congruence and persuasion knowledge
Devika Vashisht and Sreejesh S.
| Year of publication: |
2015
|
|---|---|
| Authors: | Vashisht, Devika ; Sreejesh, S. |
| Published in: |
Young consumers : insight and ideas for responsible marketers. - Bingley : Emerald, ISSN 1747-3616, ZDB-ID 2253499-4. - Vol. 16.2015, 4, p. 454-467
|
| Subject: | Adolescence | Quantitative methods | Online media | Other media and children | Advergames | Computerspiel | Video game | Werbewirkung | Advertising effects | Kinder | Children | Markenimage | Brand image | Jugendliche | Youth | Konsumentenverhalten | Consumer behaviour | Online-Marketing | Internet marketing | Indien | India | Zielgruppe | Target group | Kommunikationsmedien | Communication media | Markenführung | Brand management | Werbung | Advertising |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/YC-03-2015-00512 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011522157