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Effects of game-product congruence on game-players' brand attitude in mobile games: a review

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 process and retain advertis...

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Bibliographic Details
Main Authors:	Toh, Yuan Kai, Hashim, Haslinda, Abdul Aziz, Yuhanis, Ng, Siew Imm
Format:	Article
Language:	English
Published:	Human Resource Management Academic Research Society 2019
Online Access:	http://psasir.upm.edu.my/id/eprint/69719/ http://psasir.upm.edu.my/id/eprint/69719/1/69719.pdf

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