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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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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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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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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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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
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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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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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Examining the deferred effects of gaming platform and game speed of advergames on memory, attitude, and purchase intention
Ghosh, Tathagata; Sreejesh, S.; Dwivedi, Yogesh Kumar - In: Journal of interactive marketing : a quarterly … 55 (2021), pp. 52-66
Persistent link: https://www.econbiz.de/10013041309
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Global service quality of business-to-consumer electronic-commerce
Shareef, Mahmud Akhter; Kumar, Vinod; Dwivedi, Yogesh Kumar - In: International journal of Indian culture and business … 8 (2014) 1, pp. 1-34
Persistent link: https://www.econbiz.de/10010400980
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A moderated mediation model for e-impulse buying tendency, customer satisfaction and intention to continue e-shopping
Goel, Pooja; Parayitam, Satyanarayana; Sharma, Anuj; … - In: Journal of business research : JBR 142 (2022), pp. 1-16
Persistent link: https://www.econbiz.de/10013168094