Hispanic Attitudes toward Advergames: A Proposed Model of their Antecedents

Advergames are gaining recognition around the world as a new, captivating, and persuasive environment among advertisers.
  

Hispanic Attitudes toward Advergames: A Proposed Model of their Antecedents

Monica D. Hernandez Sindy Chapa Michael S. Minor Cecilia Maldonado The University of Texas-Pan America

Fernando Barranzuela Universidad de Piura

Introduction

Advergaming...