The Mediating Role of Brand Recall and Brand Attitude in Influencing Purchase Intention in Advergames

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Bibliographic Details
Published inAsia Marketing Journal (Online) Vol. 15; no. 3; pp. 117 - 139
Main Authors Azaze Azizi Abdul Adis, Hyung Jun Kim
Format Journal Article
LanguageEnglish
Published 한국마케팅학회AMJ 30.10.2013
Subjects
purchase intention
advergames
brand attitude
entertainment
brand placement acceptance
Brand recall
self-brand congruity
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ISSN:1598-7868
2765-6500
DOI:10.53728/2765-6500.1561