Communicating Sponsor Brands Playfully in Video Games: Evaluating the Impact of In-Game Advertising on Dual Brand Knowledge
Sign Up to like & getrecommendations! Published in 2018 at "Journal of Global Sport Management"
DOI: 10.1080/24704067.2018.1477520
Abstract: Abstract Sports sponsorship is a core element of brand communication and one of the most effective and demanded tools in marketing. In the context of football, jersey sponsorship agreements dramatically increased over the last decade… read more here.
Keywords: game; brand knowledge; sponsor; game advertising ... See more keywords
Characterizing Brand Knowledge and Identification as Predictors of Consumer-Based Brand Equity: Mediating Role of Employee-Based Brand Equity
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DOI: 10.3389/fpsyg.2022.858619
Abstract: Branding has been a key factor for the software houses, mainly customers’ expectations for a predicted product and real-time experience. The identity and knowledge of brands set a certain set of expectations in the mind… read more here.
Keywords: brand; brand equity; based brand; brand knowledge ... See more keywords
Brand Knowledge and Organizational Loyalty as Antecedents of Employee-Based Brand Equity: Mediating Role of Organizational Culture
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DOI: 10.3389/fpsyg.2022.872871
Abstract: This study tends to explore the impact of brand knowledge and organizational loyalty under the mediating role of organizational culture on employee-based brand equity (EBBE). For this purpose, employees of the hospitality sector were contacted… read more here.
Keywords: role organizational; organizational loyalty; organizational culture; mediating role ... See more keywords
Impact of Online Advertisement on Customer Satisfaction With the Mediating Effect of Brand Knowledge
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DOI: 10.3389/fpsyg.2022.919656
Abstract: The purpose of this article is to explain how online advertising affects customer satisfaction through the mediation of brand knowledge. The sample size of this survey is based on 100 participants in the Multan region.… read more here.
Keywords: brand knowledge; customer; customer satisfaction;