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Purchase Behaviour in Advergame and the Effect of Brand Attitude as a Mediator
16 references·1 citing·50 second hop
Purchase Behaviour in Advergame and the Effect of Brand Attitude as a Mediator (2015)Purchase Behaviour in Advergame and the E…Self‐congruity, brand attitude, and brand loyalty: a study on luxury brands (2012)Self‐congruity, brand attitud…Effects of Product Placement in On-Line Games on Brand Memory: A Perspective of the Limited-Capacity Model of Attention (2007)Effects of Product Placement …Effect of self-congruity with sponsorship on brand loyalty (2007)Effect of self-congruity with…Self‐Construal, Reference Groups, and Brand Meaning (2005)Self‐Construal, Reference Gro…For fun and profit: Hedonic value from image interactivity and responses toward an online store (2005)For fun and profit: Hedonic v…Recall of Brand Placements in Computer/Video Games (2002)Recall of Brand Placements in…Hedonic and utilitarian motivations for online retail shopping behavior (2001)Hedonic and utilitarian motiv…Cyberspace Advertising vs. Other Media: Consumer vs. Mature Student Attitudes (2001)Cyberspace Advertising vs. Ot…Retail Environment, Self-Congruity, and Retail Patronage (2000)Retail Environment, Self-Cong…Destination Image, Self-Congruity, and Travel Behavior: Toward an Integrative Model (2000)Destination Image, Self-Congr…Advertising Value and Advertising on the Web (1996)Advertising Value and Adverti…How Consumers Assess the Value of Advertising (1995)How Consumers Assess the Valu…A model of brand awareness and brand attitude advertising strategies (1992)A model of brand awareness an…The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations (1986)The Role of Attitude toward t…Attitude Toward the Ad As a Mediator of Advertising Effectiveness: Determinants and Consequences (1983)Attitude Toward the Ad As a M…Congruence Relationships between Self Images and Product Brands (1969)Congruence Relationships betw…Game-speed influence and brand attitude: mediating role of thought favorability in in-game advertising (2018)Game-speed influence and bran…The Principles of Psychology (1891)Effects of Price, Brand, and Store Information on Buyers' Product Evaluations (1991)Servicescapes: The Impact of Physical Surroundings on Customers and Employees (1992)Strengthening Customer Loyalty through Intimacy and Passion: Roles of Customer–Firm Affection and Customer–Staff Relationships in Services (2008)Identity-based consumer behavior (2012)The role of live streaming in building consumer trust and engagement with social commerce sellers (2018)The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun (1982)Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value (1994)Research Note—Investigating the Influence of the Functional Mechanisms of Online Product Presentations (2007)Driving Brand Engagement Through Online Social Influencers: An Empirical Investigation of Sponsored Blogging Campaigns (2019)Advances in Consumer Research (2025)A Paradigm for Developing Better Measures of Marketing Constructs (1979)Significance tests and goodness of fit in the analysis of covariance structures. 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References

  • 2001Hedonic and utilitarian motivations for online retail shopping behavior3,219 cited
  • 2005Self‐Construal, Reference Groups, and Brand Meaning2,045 cited
  • 1986The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations1,953 cited
  • 1996Advertising Value and Advertising on the Web1,361 cited
  • 2000Destination Image, Self-Congruity, and Travel Behavior: Toward an Integrative Model1,060 cited
  • 1995How Consumers Assess the Value of Advertising774 cited
  • 2000Retail Environment, Self-Congruity, and Retail Patronage604 cited
  • 1969Congruence Relationships between Self Images and Product Brands591 cited
  • 2001Cyberspace Advertising vs. Other Media: Consumer vs. Mature Student Attitudes548 cited
  • 2005For fun and profit: Hedonic value from image interactivity and responses toward an online store488 cited
  • 1983Attitude Toward the Ad As a Mediator of Advertising Effectiveness: Determinants and Consequences482 cited
  • 2002Recall of Brand Placements in Computer/Video Games436 cited
  • 2012Self‐congruity, brand attitude, and brand loyalty: a study on luxury brands433 cited
  • 2007Effects of Product Placement in On-Line Games on Brand Memory: A Perspective of the Limited-Capacity Model of Attention423 cited

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  • 2007Effect of self-congruity with sponsorship on brand loyalty375 cited
  • 1992A model of brand awareness and brand attitude advertising strategies366 cited
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    • 2018Game-speed influence and brand attitude: mediating role of thought favorability in in-game advertising9 cited