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Keywords: Transfer 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 Propósito Se analiza el efecto de la congruencia de la novedad del juego y su interactividad en el recuerdo y la actitud hacia la marca de los jugadores utilizando las teorías de contrast effect, mind-engagement y transfer effect. Metodología Se...
