Does game repetition influence advergaming effectiveness? The role of brand familiarity
In the last few years, advergames have become an innovative tool through which advertisers are sending their advertising messages to their target audiences. Some of the most recent advergames usually take the form of a gaming app, so that consumers can play them through their mobile devices (smartph...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Universidad del País Vasco (UPV/EHU)
2020-03-01
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| Series: | Management Letters/Cuadernos de Gestión |
| Subjects: | |
| Online Access: | http://www.ehu.eus/cuadernosdegestion/revista/en/published-issues/articulo?year=2020&vol=20&num=2&o=6 |