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Keywords: Brand attitude
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Journal Articles
Journal:
Internet Research
Internet Research (2025) 35 (5): 1915–1936.
Published: 17 March 2025
...Byungjae Min; Daehwan Kim; Yong Jae Ko Purpose The purpose of this study was to examine the effects of in-game situations (battle vs non-battle) and advertisement animation (static vs animated) on visual attention, memory, brand attitude and behavioral intention in eSports. Design/methodology...
Journal Articles
Journal:
Internet Research
Internet Research (2025) 35 (5): 1843–1866.
Published: 14 January 2025
... esports marketplace on game enjoyment. Mediating effects of positive change in brand attitude, perceived realism and character attachment and the moderating effect of self-avatar gender congruity were investigated using SPSS PROCESS Macro. Additionally, the impact of brand popularity on the relationship...
Journal Articles
Journal:
Internet Research
Internet Research (2014) 24 (3): 270–291.
Published: 27 May 2014
...Ching-Jui Keng; Van-Dat Tran; Tze-Hsien Liao; Chao-Ju Yao; Maxwell K. Hsu Purpose – The purpose of this paper is to explore the impact of the sequential combination of consumer experiences on product knowledge and brand attitude. Additionally, the moderating role of desire for unique consumer...
