Vashisht, Devika; Mohan, HFO Surindar; Chauhan, Abhishek; … - In: Arts and the Market 11 (2021) 1, pp. 40-53
Purpose: The purpose of this study is to investigate the effect of game-product fit on brand advocacy and mediating role of thought favorability in fit and brand advocacy relationship in the context of in-game advertising (IGA) using congruity theory and heuristic systematic model. This...