The effect of advergames, banners and user type on the attitude to brand and intention to purchase
Purpose – This research was intended to analyze the effectiveness of advergames in comparison with banners. In addition, it seeks to analyze whether the type of user (someone who just casually browses the Internet vs. someone looking for product information on the Internet) will influence the effect...
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| Format: | Article |
| Language: | English |
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Fundação Escola de Comércio Álvares Penteado
2018-05-01
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| Series: | Revista Brasileira de Gestão De Negócios |
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| Online Access: | https://rbgn.fecap.br/RBGN/article/view/3784/pdf |