Impact of nature of advergames on brand recall and brand attitude among young Indian gamers: moderating roles of game-product congruence and persuasion knowledge

Devika Vashisht, Sreejesh S.
  • Young Consumers Insight and Ideas for Responsible Marketers, November 2015, Emerald
  • DOI: 10.1108/yc-03-2015-00512

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