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How does a brand's psychological distance in an advergame influence brand memory of the consumers?

S. Sreejesh, Yogesh Dwivedi Orcid Logo, Tathagata Ghosh

Journal of Consumer Behaviour, Volume: 20, Issue: 6

Swansea University Author: Yogesh Dwivedi Orcid Logo

  • Accepted Manuscript under embargo until: 31st May 2023

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DOI (Published version): 10.1002/cb.1950

Published in: Journal of Consumer Behaviour
ISSN: 1472-0817 1479-1838
Published: Wiley 2021
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College: Faculty of Humanities and Social Sciences
Issue: 6