Keywords: Brand prominence
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Journal Articles

Are they really persuaded with the brand embedded in the game?: Analyzing the effects of nature of game, brand prominence and game-product congruence

Devika Vashisht, Sreejesh S. Pillai
Journal: Journal of Research in Interactive Marketing
Journal of Research in Interactive Marketing (2016) 10 (3): 249–264.
https://doi.org/10.1108/JRIM-04-2015-0026
Published: 08 August 2016
... if the brand is prominently placed versus subtly placed and congruent versus incongruent with the game context. Design/methodology/approach A 2 (nature of advergame: fast or slow) × 2 (brand prominence: prominent or subtle) × 2 (game-product congruence: high or low) between-subject measures design is used...
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