The impact of character presence and entertainment value on brand recall and brand attitude in advergame
The increase of online advertising, in particular advergame, has become popular method in strengthening consumer brand recognition by inserting attractive characters and entertainment value. Studies on using spokes-characters in advertising effectiveness had showed convincing result in marketing com...
| Main Authors: | , , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
INSInet Publications
2015
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| Subjects: | |
| Online Access: | https://eprints.ums.edu.my/id/eprint/20315/1/The%20impact%20of%20character%20presence%20and%20entertainment%20value%20on%20brand%20recall%20and%20brand%20attitude%20in%20advergame.pdf |