Work

An application of brand personality to advergames: The effect of company attributes on advergame personality

Year: 2016

Type: article

Study design: Observational Study

Source: Computers in Human Behavior

DOI: 10.1016/j.chb.2016.12.035

Authors: Heejun Lee, Chang-Hoan Cho

Institution: Yonsei University

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: W2565728844

FWCI: 7.632

Cites: 65

Cited by: 40

Related to: 10