Analysing mobile advergaming effectiveness: the role of flow, game repetition and brand familiarity
作者： Sara Catalán , Eva Martínez , Elaine Wallace
DOI: 10.1108/JPBM-07-2018-1929
关键词: Flow game 、 Variables 、 Empirical evidence 、 Context (language use) 、 Psychology 、 Repetition (rhetorical device) 、 Value (ethics) 、 Structural equation modeling 、 Originality 、 Advertising
摘要: … In line with previous research, brand attitude and purchase intentions … explores the impact of game repetition and brand familiarity … The effects of repetition on consumers’ responses to …
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