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person:"Burger-Helmchen, Thierry"
~person:"Vashisht, Devika"
~person:"Wagner, Gert G."
~subject:"Game-product congruence"
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Game-product congruence
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Burger-Helmchen, Thierry
Vashisht, Devika
Wagner, Gert G.
Chauhan, Abhishek
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Journal of research in interactive marketing : interactive marketing and computer-mediated communication
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Effect of game-interactivity and congruence on presence and brand attitude
Vashisht, Devika
;
Chauhan, Abhishek
- In:
Marketing intelligence & planning
35
(
2017
)
6
,
pp. 789-804
Persistent link: https://www.econbiz.de/10011797979
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2
Are they really persuaded with the brand embedded in the game? : analyzing the effects of nature of game, brand prominence and game-product congruence
Vashisht, Devika
;
Pillai, Sreejesh S.
- In:
Journal of research in interactive marketing : …
10
(
2016
)
3
,
pp. 249-264
Persistent link: https://www.econbiz.de/10011567084
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