Choi, Yung Kyun; Yoon, Sukki; Lacey, Heather P. - In: Journal of Business Research 66 (2013) 8, pp. 996-1003
Advergaming has become a marketers' essential exercise in branding. This paper examines how an animated character appearing in an advergame affects consumers' trust toward the promoted brand. Two studies demonstrate that a highly (vs. minimally) self-disclosing game character increases the game...