Articles
| Open Access |
DOI:
https://doi.org/10.55640/ijefms-9143
GAME-CHANGER: UNVEILING THE IMPACT OF GAME-SPECIFIC FACTORS ON BRAND RECALL AND ATTITUDE
Lalit Lamba , Assistant Professor, Department of Marketing, ICFAI Business School, IndiaAbstract
Unveiling the Impact of Game-Specific Factors on Brand Recall and Attitude," investigates the unique interplay between gaming experiences and brand perceptions. Through a comparative analysis of various game-specific factors, including in-game branding, narrative integration, and user engagement, the research aims to shed light on their influence on brand recall and attitude formation. The findings provide valuable insights for marketers seeking innovative strategies to leverage gaming environments for effective brand communication and positive consumer sentiment.
Keywords
Game-Specific Factors, Brand Recall, Attitude Formation
References
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Copyright (c) 2023 Lalit Lamba
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