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Effects of brand placement strength, prior game playing experience and game involvement on brand recall in advergames
Vashisht, Devika; Sreejesh, S. - In: Journal of Indian business research 7 (2015) 3, pp. 292-312
Persistent link: https://www.econbiz.de/10011413307
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Comparing direct and indirect branding in advertising
Hartnett, Nicole; Romaniuk, Jenni; Kennedy, Rachel - In: Australasian marketing journal 24 (2016) 1, pp. 20-28
Persistent link: https://www.econbiz.de/10011484613
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Advertisement attitude, brand attitude and purchase intention : reciprocal and mediation effect study
Ganesan, P.; Sridhar, M.; Priyadharsani, Saranya - In: International journal of business excellence 9 (2016) 4, pp. 488-510
Persistent link: https://www.econbiz.de/10011660376
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The influence of consumer mood state as a contextual factor on imagery-inducing advertisements and brand attitude
Myers, Jun; Sar, Sela - In: Journal of marketing communications 21 (2015) 4, pp. 284-299
Persistent link: https://www.econbiz.de/10011405890
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Congruity between mood and brand involvement enhances the effectiveness of message appeals : dual processing model perspective
Wen, Taylor Jing - In: Journal of marketing communications 27 (2021) 6, pp. 651-669
Persistent link: https://www.econbiz.de/10012624675
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Advergame for purchase intention via game and brand attitudes from antecedents of system design, psychological state, and game content : interactive role of brand familiarity
Hsiao, Wei-Hung; Lin, Yu-Hsiu; Wu, Ing-Long - In: Journal of organizational computing and electronic commerce 32 (2022) 1, pp. 45-68
Persistent link: https://www.econbiz.de/10013282416
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Can Pokémon GO catch brands? : the fit effect of game characters and brands on efficacy of brand communications
Kim, Dong Hoo; Kim, Seoyeon; Song, Doori - In: Journal of marketing communications 25 (2019) 6, pp. 645-660
Persistent link: https://www.econbiz.de/10012203354
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Brand name recall : a study of the effects of word types, processing, and involvement levels
Shamsollahi, Ali; Amirshahi, Mirahmad; Ghaffari, Farhad - In: Journal of marketing communications 23 (2017) 3, pp. 240-259
Persistent link: https://www.econbiz.de/10011705483
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Building resilience to negative information and increasing purchase intentions in a digital environment
Torres, Pedro M.; Augusto, Mário Gomes - In: Journal of business research : JBR 101 (2019), pp. 528-535
Persistent link: https://www.econbiz.de/10012103462
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Deal or no deal? : online deals, retailer heterogeneity, and brand evaluations in a competitive environment
Mejia, Jorge; Gopa, Anandasivam; Trusov, Michael - In: Information systems research : ISR 31 (2020) 4, pp. 1087-1106
Persistent link: https://www.econbiz.de/10012493759