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The impact of character presence and entertainment value on brand recall and brand attitude in advergame

The increase of online advertising, in particular advergame, has become popular method in strengthening consumer brand recognition by inserting attractive characters and entertainment value. Studies on using spokes-characters in advertising effectiveness had showed convincing result in marketing com...

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Bibliographic Details
Main Authors: Azaze @ Azizi Abdul Adis, Hyung Jun Kim, Grace Phang Ing, Mohd Rizwan Abdul Majid, Zaiton Osman, Izyanti Awang Razli
Format: Article
Language:English
Published: INSInet Publications 2015
Subjects:
HC Economic history and conditions
Online Access:https://eprints.ums.edu.my/id/eprint/20315/1/The%20impact%20of%20character%20presence%20and%20entertainment%20value%20on%20brand%20recall%20and%20brand%20attitude%20in%20advergame.pdf
https://eprints.ums.edu.my/id/eprint/20315/
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https://eprints.ums.edu.my/id/eprint/20315/1/The%20impact%20of%20character%20presence%20and%20entertainment%20value%20on%20brand%20recall%20and%20brand%20attitude%20in%20advergame.pdf
https://eprints.ums.edu.my/id/eprint/20315/

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