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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
..., implementation and for an effective use of brand and product placements in advergames. Originality/value This research contributes to the literature of online advertising, specifically advergaming context by exploring the impact of nature of game and brand prominence on gamers’ ad-persuasion. Also...
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