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Keywords: Advergame experiences
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2023) 35 (10): 2538–2564.
Published: 25 April 2023
...Juhi Gahlot Sarkar; Abhigyan Sarkar; S. Sreejesh Purpose This research investigates how advergame design elements (fantasy vs realistic advergame experiences) may impact players' brand patronage (BP), under the influence of mediators (hot and cold brand relationship quality [BRQ]) and moderators...
