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Social media advertising features that enhance consumers' positive responses to ads
Hassan, Heba E. - In: Journal of promotion management : innovations in … 30 (2024) 5, pp. 874-900
Persistent link: https://www.econbiz.de/10015049470
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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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Disclosing the persuasive nature of advergames : moderation effects of mood on brand responses via persuasion knowledge
Reijmersdal, Eva A. van; Lammers, Nienke; Rozendaal, Esther - In: International journal of advertising : the quarterly … 34 (2015) 1, pp. 70-84
Persistent link: https://www.econbiz.de/10011298746
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How gamers process in-game brand placements under different game-involvement conditions
Vashisht, Devika - In: Management research review 40 (2017) 4, pp. 471-490
Persistent link: https://www.econbiz.de/10011707377
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Effects of in-game brand congruity on esports consumers' implicit and explicit memory
Hwang, Yongjin; Watanabe, Nicholas Masafumi; Nagel, Mark S. - In: International journal of sports marketing & sponsorship 24 (2023) 1, pp. 108-128
Persistent link: https://www.econbiz.de/10014232451
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Prosumption through advergames : leveraging on advergame format and reward elements to create a sacred brand
Sarkar, Juhi Gahlot; Sarkar, Abhigyan; Sreejesh, S. - In: European journal of marketing 56 (2022) 10, pp. 2649-2676
Persistent link: https://www.econbiz.de/10013457380
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Impact of nature of advergames on brand recall and brand attitude among young Indian gamers : moderating roles of game-product congruence and persuasion knowledge
Vashisht, Devika; Sreejesh, S. - In: Young consumers : insight and ideas for responsible … 16 (2015) 4, pp. 454-467
Persistent link: https://www.econbiz.de/10011522157
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Are they really persuaded with the brand embedded in the game? : analyzing the effects of nature of game, brand prominence and game-product congruence
Vashisht, Devika; Pillai, Sreejesh S. - In: Journal of research in interactive marketing : … 10 (2016) 3, pp. 249-264
Persistent link: https://www.econbiz.de/10011567084
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Are you able to recall the brand? : the impact of brand prominence, game involvement and persuasion knowledge in online-advergames
Vashisht, Devika; Pillai, Sreejesh S. - In: The journal of product & brand management 26 (2017) 4, pp. 402-414
Persistent link: https://www.econbiz.de/10011777388
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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