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Keywords: Game-product congruence
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Journal Articles
Journal:
Arts and the Market
Arts and the Market (2019) 9 (2): 152–161.
Published: 02 October 2019
...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...
