Brand embeddedness in advergames through brand–game congruence and brand prominence: a typology of ways to design a game around a brand
Author:
Affiliation:
1. Iaelyon School of Management, Lyon3 University, Lyon, France
Funder
Magellan Research Center, University of Lyon
Publisher
Informa UK Limited
Link
https://www.tandfonline.com/doi/pdf/10.1080/02650487.2024.2305529
Reference43 articles.
1. A Review and Critique of the Hierarchy of Effects in Advertising
2. Affective Responses Mediating Acceptance of Advertising
3. Persuasive Games
4. Casual Games Association. 2007. Casual games market report. http://www.casualconnect.org/newscontent/11-2007/CasualGamesMarketReport2007 (accessed July 2023).
5. Advergames
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1. Comments on “How digital innovation has changed marketing: the good, the bad, the ugly”;International Journal of Advertising;2024-08-27
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