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Keywords: Psychological ownership theory
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2021) 39 (6): 842–855.
Published: 01 June 2021
... the moderating impact of PI between ATG and ATB using PR theory. In-game advertising Psychological ownership theory Psychological reactance theory Perceived IGA invasiveness Attitude toward the game Gaming has gained mass popularity in the recent past, and it now competes with other...
