Journal article 667 views 47 downloads
How does a brand's psychological distance in an advergame influence brand memory of the consumers?
S. Sreejesh,
Yogesh Dwivedi,
Tathagata Ghosh
Journal of Consumer Behaviour, Volume: 20, Issue: 6
Swansea University Author: Yogesh Dwivedi
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DOI (Published version): 10.1002/cb.1950
Abstract
How does a brand's psychological distance in an advergame influence brand memory of the consumers?
| Published in: | Journal of Consumer Behaviour |
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| ISSN: | 1472-0817 1479-1838 |
| Published: |
Wiley
2021
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| Online Access: |
Check full text
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| URI: | https://cronfa.swan.ac.uk/Record/cronfa56769 |
| College: |
Faculty of Humanities and Social Sciences |
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| Issue: |
6 |