Enjoyment of Advergames and Brand Attitudes: The Impact of Thematic Relevance
Kevin Wise, Paul D. Bolls, Hyo Kim, Arun Venkataraman and Ryan Meyer
Campaigns increasingly implement advergames to engage consumers with a brand through interactive, entertaining media content.
Enjoyment of Advergames and Brand Attitudes: The Impact of Thematic Relevance
Kevin Wise, Paul D. Bolls, Hyo Kim, Arun Venkataraman and Ryan MeyerMissouri School of Journalism
INTRODUCTION
The game for delivering a brand's message to a desired target...
