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Keywords: Ducoffe’s advertisement value model
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Journal Articles
Ali Hussain, Amir Zaib Abbasi, Linda D. Hollebeek, Carsten D. Schultz, Ding Hooi Ting, Bradley Wilson
Journal:
Journal of Services Marketing
Journal of Services Marketing (2022) 36 (3): 398–415.
Published: 26 August 2021
... to explore pop-up ads as an important tool to prompt gamer-perceived advertisement value and their subsequent intent to install the advertised videogame. Design/methodology/approach To frame the analyses, the authors adopt and extend Ducoffe’s advertising value model by incorporating the visual/audio...
