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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Main Authors: | Azaze @ Azizi Abdul Adis, Hyung Jun Kim, Grace Phang Ing, Mohd Rizwan Abdul Majid, Zaiton Osman, Izyanti Awang Razli |
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Format: | Article |
Language: | English |
Published: |
INSInet Publications
2015
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Subjects: | |
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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