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Moving beyond the content : the role of contextual cues in the effectiveness of gamification of advertising
Sreejesh, S.; Ghosh, Tathagata; Dwivedi, Yogesh Kumar - In: Journal of business research : JBR 132 (2021), pp. 88-101
Persistent link: https://www.econbiz.de/10012581567
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Modelling product lines diffusion : a framework incorporating competitive brands for sustainable innovations
Aggrawal, Deepti; Anand, Adarsh; Bansal, Gunjan; … - In: Operations management research : OMR ; advancing … 15 (2022) 3/4, pp. 760-772
Persistent link: https://www.econbiz.de/10013462474
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Brand logos versus brand names : a comparison of the memory effects of textual and pictorial brand elements placed in computer games
Ghosh, Tathagata; Sreejesh, S.; Dwivedi, Yogesh Kumar - In: Journal of business research : JBR 147 (2022), pp. 222-235
Persistent link: https://www.econbiz.de/10013271486
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How does involvement build loyalty towards music-streaming platforms? : a multi-analytical SEM-ANN technique
Theadora, Clarissa; Amelia, Maria Veronica; Tan, Garry … - In: The journal of product & brand management 32 (2023) 4, pp. 645-660
Persistent link: https://www.econbiz.de/10014281363
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Brands in a game or a game for brands? : comparing the persuasive effectiveness of in-game advertising and advergames
Ghosh, Tathagata; Sreejesh, S.; Dwivedi, Yogesh Kumar - In: Psychology & marketing 39 (2022) 12, pp. 2328-2348
Persistent link: https://www.econbiz.de/10013465194
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The effect of telepresence, social presence and involvement on consumer brand engagement : an empirical study of non-profit organizations
Algharabat, Raed; Rana, Nripendra P.; Dwivedi, Yogesh Kumar - In: Journal of retailing and consumer services 40 (2018), pp. 139-149
Persistent link: https://www.econbiz.de/10011801885
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Brands are calling your AVATAR in Metaverse : a study to explore XR-based gamification marketing activities & consumer-based brand equity in virtual world
Arya, Vikas; Sambyal, Rachita; Sharma, Anshuman; … - In: Journal of consumer behaviour 23 (2024) 2, pp. 556-585
Persistent link: https://www.econbiz.de/10014507379
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Social media marketing in the digital age : empower consumers to win big?
Moedeen, Sajjaad; Eugene Cheng-xi Aw; Alryalat, … - In: Asia Pacific journal of marketing and logistics 36 (2024) 1, pp. 66-84
Persistent link: https://www.econbiz.de/10014486662
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Interactive voice assistants : does brand credibility assuage privacy risks?
Jain, Shilpi; Basu, Sriparna; Dwivedi, Yogesh Kumar; … - In: Journal of business research : JBR 139 (2022), pp. 701-717
Persistent link: https://www.econbiz.de/10013194271
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Green brand identity and B2B channel partners' tactical green marketing orientation : moderating effect of brand governance
Jain, Shilpi; Basu, Sriparna; Dwivedi, Yogesh Kumar - In: Industrial marketing management : the international … 119 (2024), pp. 218-237
Persistent link: https://www.econbiz.de/10014555808