The Role of Attitudes and Ethicality on Branded Video Games (Advergames) Acceptance
Advergames are branded video games that blur the line between entertainment and advertising. Advergames are gaining momentum among advertisers and advertising agencies fueled by their capability to engage teenagers and young adults with branded communications. This study focuses on consumers’ intent...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Athens Institute for Education and Research
2015-01-01
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| Series: | Athens Journal of Business & Economics |
| Online Access: | http://www.atiner.gr/journals/business/2015-1-1-3-Manzano.pdf |