Work

Prosumption through advergames: leveraging on advergame format and reward elements to create a sacred brand

Year: 2022

Type: article

Source: European Journal of Marketing

DOI: 10.1108/ejm-10-2021-0798

Authors: Juhi Gahlot Sarkar, Abhigyan Sarkar, Sreejesh S.

Institutions: Institute of Management Technology, Indian Institute of Management Kozhikode

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: W4293067968

FWCI: 1.599

Cites: 103

Cited by: 12

Related to: 10