Work

Winning versus not Losing: Exploring the Effects of In-Game Advertising Outcome on its Effectiveness

Year: 2016

Type: article

Source: Journal of Interactive Marketing

DOI: 10.1016/j.intmar.2016.05.003

Author: Tathagata Ghosh

Institutions: ICFAI Business School, Institute of Chartered Financial Analysts of India

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W2525535720

FWCI: 1.388

Cites: 62

Cited by: 31

Related to: 10