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Keywords: Congruity theory
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Journal Articles
Journal:
Arts and the Market
Arts and the Market (2021) 11 (1): 40–53.
Published: 15 February 2021
...) using congruity theory and heuristic systematic model. This expounds the conditions under which in-game brand placements form favorable or unfavorable thoughts about the game and the advertised brand, and following brand advocacy. Design/methodology/approach A total of 144 student-gamers...
