Understanding attitude of advergame, attitude of brand, and purchase intention: Brand placement, individual psychological state, and media content perspectives
博士 === 國立中正大學 === 資訊管理學系暨研究所 === 101 === While issues regarding advergaming have captured the interest and attention of both practitioners and academics, in practice success stories of persuading people to buy branded products or services due their promotion in such games are rare. A better understa...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | en_US |
| Published: |
2013
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| Online Access: | http://ndltd.ncl.edu.tw/handle/21961218704807491382 |