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Keywords: Heuristic-systematic model
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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...
Journal Articles
Journal:
Arts and the Market
Arts and the Market (2018) 8 (1): 99–112.
Published: 08 May 2018
... the Limited Capacity Model of Attention and the heuristic-systematic model to explain the conditions under which in-game brand placements form favorable or unfavorable thoughts about the game and the embedded brand, and subsequent brand attitude. Design/methodology/approach In total, 78 student-gamers...
