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Keywords: Game-product fit
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Journal Articles
Journal:
Arts and the Market
Arts and the Market (2021) 11 (1): 40–53.
Published: 15 February 2021
...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...
