...Devika Vashisht; HFO Surindar Mohan; Abhishek Chauhan; Raveesh Vashisht Purpose The purpose of this study is to investigate the effect of game-product fit on brand advocacy and mediating role of thought favorability in fit and brand advocacy relationship in the context of in-game advertising (IGA...

...Devika Vashisht Purpose The purpose of this paper is to examine the combined effect of game-interactivity and game-product congruence on consumers’ brand advocacy and brand acceptance in the context of in-game advertising. Design/methodology/approach A 2 (interactivity: high or low)×2 (game...