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Keywords: Contrast effect
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Journal Articles
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2020) 24 (2): 213–230.
Published: 28 April 2020
...Devika Vashisht; HFO Surindar Mohan; Abhishek Chauhan Purpose This study aims to examine the effect of game newness and game interactivity on players’ brand recall and brand attitude using contrast effect, mind-engagement and transfer effect theories. Design/methodology/approach A 2 (newness...
