Evaluating Game-Brand Congruity and Flow on Brand Personality by Using Gamifying Learning
نویسندگان
چکیده
منابع مشابه
Self-Brand Congruity and Brand Communication
Brand communication through advertising plays an important role in developing strong brands in emerging markets, especially in India. This chapter investigates how ethnocentrism moderates the effects of advertising adaptation levels (globalization, glocalization, and localization) on Indian consumers’ ad evaluation and self-brand congruity. It uses self-brand congruity to explain the psychologi...
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ژورنال
عنوان ژورنال: EURASIA Journal of Mathematics, Science and Technology Education
سال: 2017
ISSN: 1305-8223
DOI: 10.12973/eurasia.2017.00706a