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Keywords: Explicit memory
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Journal Articles
Effects of in-game brand congruity on esports consumers' implicit and explicit memory
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International Journal of Sports Marketing and Sponsorship (2023) 24 (1): 108–128.
Published: 16 June 2022
...Yongjin Hwang; Nicholas Masafumi Watanabe; Mark Nagel Purpose This study aims to examine the impacts of brand congruity of in-game brand placement on esports consumers' implicit and explicit memory. Design/methodology/approach A 2 × 2 × 2 experimental design (N = 224) was used...
