... characters and the theory of brand trust. Product involvement Purchase intentions Brand trust Advergames Game character Trust propensity Advergames are an increasingly popular way to market products, raise brand awareness (Cauberghe and De Pelsmacker, 2010 ; Gross, 2010), create positive...

.... Lack of commitment on the part of SMEs to use the internet is considered as a barrier to internet advertising adoption. H4. The level of product involvement (product type) to be advertised affects the adoption of internet advertising. Many researchers have defined the term...