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Keywords: Brand attitude
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Journal Articles
Journal:
Arts and the Market
Arts and the Market (2018) 8 (1): 99–112.
Published: 08 May 2018
...Devika Vashisht; Surinder Mohan Purpose The purpose of this paper is to investigate the effect of game-speed on brand attitude and mediating role of thought favorability in the speed-attitude relationship in the context of in-game advertising (IGA). Specifically, this investigation employs...
Journal Articles
Journal:
Arts and the Market
Arts Marketing: An International Journal (2014) 4 (1-2): 87–100.
Published: 30 September 2014
...Professor Carsten Baumgarth and Dr Daragh O'Reilly; Carsten Baumgarth Purpose – The purpose of this paper is to investigate the influence of brand attitude and brand attachment on different categories of visitors’ behaviour. Design/methodology/approach – The paper adapts a model from...
