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person:"Dach, Christian"
~isPartOf:"Journal of electronic commerce research : JECR"
~isPartOf:"Journal of interactive marketing : a quarterly publication from the Direct Marketing Educational Foundation"
~isPartOf:"Transfer, Werbeforschung & Praxis : Zeitschrift für Werbung, Kommunikation und Markenführung"
~person:"Pelsmacker, Patrick de"
~subject:"Congruity effects"
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Journal of electronic commerce research : JECR
Journal of interactive marketing : a quarterly publication from the Direct Marketing Educational Foundation
Transfer, Werbeforschung & Praxis : Zeitschrift für Werbung, Kommunikation und Markenführung
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How ad congruity and interactivity affect fantasy game players' attitude toward in-game advertising
Pelsmacker, Patrick de
;
Dens, Nathalie
;
Verberckmoes, Shana
- In:
Journal of electronic commerce research : JECR
20
(
2019
)
1
,
pp. 55-74
Persistent link: https://www.econbiz.de/10012156394
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