Effects of game-product congruence on game-players’ brand attitude in mobile games: a review
Advertising is a marketing communication tool used by marketers to convey their brand messages to targeted consumers. Over the years, the effectiveness of traditional advertising has greatly diminished due to the clutter of advertisements that impede consumers’ ability to process and retain advertis...
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| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Human Resource Management Academic Research Society
2019
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| Online Access: | http://psasir.upm.edu.my/id/eprint/79594/1/Effects%20of%20game-product%20congruence%20.pdf http://psasir.upm.edu.my/id/eprint/79594/ https://hrmars.com/papers/detail/IJARBSS/5830/Effects-of-Game-Product-Congruence-on-Game-Players-Brand-Attitude-in-Mobile-Games-A-Review |
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| Institution: | Universiti Putra Malaysia |
| Language: | English |