Journal ArticleOPEN ACCESS

Effects of Game-Product Congruence on Game-Players’ Brand Attitude in Mobile Games: A Review

  • Toh Y
  • Hashim H
  • Aziz Y
  • et al.
International Journal of Academic Research in Business and Social Sciences (2019) 9(4)
DOI: 10.6007/ijarbss/v9-i4/5830
N/ACitations
Citations of this article
14Readers
Mendeley users who have this article in their library.

Abstract

Advertising is a marketing communication tool used by marketers to convey their brand messages to targeted consumers. Over the years, the effectiveness of traditional advertising has greatly diminished due to the clutter of advertisements that impede consumers' ability to …

Cite

CITATION STYLE

APA

Toh, Y.-K., Hashim, H., Aziz, Y. A., & Ng, S. I. (2019). Effects of Game-Product Congruence on Game-Players’ Brand Attitude in Mobile Games: A Review. International Journal of Academic Research in Business and Social Sciences, 9(4). https://doi.org/10.6007/ijarbss/v9-i4/5830

Register to see more suggestions

Mendeley helps you to discover research relevant for your work.

Already have an account?

Save time finding and organizing research with Mendeley

Sign up for free