Purpose: Based on flow theory, the purpose of this paper is to explain why the use of mobile advergames can enhance players’ brand perceptions and purchase intentions, as well as the factors that affect players’ flow experience. Design/methodology/approach: Data from 212 participants who...

Purpose: This paper aims to explain the effect of flow, game repetition and brand familiarity on players’ brand attitude and purchase intention in the context of mobile advergaming. Design/methodology/approach: Data from 227 participants who played a mobile advergame were analysed. Structural...

Companies need to measure brand equity to make the best tactical and strategic decisions related to this intangible asset. Therefore, this paper develops a measure of brand equity using a formative approach. Unlike previous research, this study proposes a second-order formative model and...

This study explores the relationships between two central elements of marketing communication programs — advertising and sales promotions — and their impact on brand equity creation. In particular, the research focuses on advertising spend and individuals' attitudes toward the...

[ES] Las empresas necesitan medir el valor de sus marcas para poder tomar las mejores decisiones tácticas y estratégicas relativas a estos activos intangibles. Es por ello que este trabajo desarrolla un instrumento de medida del valor de marca utilizando un enfoque formativo. A diferencia de...