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What Affects Consumers’ Brand Perceptions and Behaviors through Viral Promotional Advergames ? Intrinsic Playfulness or Extrinsic Value of Prizes

Bibliographic reference Renard, Damien ; Zhao, Zhenzhen. What Affects Consumers’ Brand Perceptions and Behaviors through Viral Promotional Advergames ? Intrinsic Playfulness or Extrinsic Value of Prizes.15ème journée de recherche sur le marketing digital (Paris, 09/09/2016).
Permanent URL http://hdl.handle.net/2078.1/177117