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The effectiveness of advergames compared to television commercials and interactive commercials featuring advergames

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References

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617 cited

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2016An application of brand personality to advergames: The effect of company attributes on advergame personality40 cited
2017Effect of nature of the game on ad-persuasion in online gaming context39 cited
2019The role of flow for mobile advergaming effectiveness33 cited
2017Effect of game-interactivity and congruence on presence and brand attitude32 cited
2015Effects of brand placement strength, prior game playing experience and game involvement on brand recall in advergames31 cited
2017Does game rules work as a game changer? Analyzing the effect of rule orientation on brand attention and memory in advergames25 cited
2024Immersive Advertising—A Review and Research Agenda23 cited
2017Older consumers’ TV shopping: emotions and satisfaction23 cited
2022How placement affects brand preferences in advergames: A test of inhibition and facilitation processes during search19 cited
2018Can Pokémon GO catch brands? The fit effect of game characters and brands on efficacy of brand communications14 cited
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