Browsing College of Business, Public Policy and Law by Author "Catalán, Sara"
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Analysing mobile advergaming effectiveness: The role of game repetition, flow, and brand familiarity
Catalán, Sara; Martínez, Eva; Wallace, Elaine (Emerald, 2019-01-16)This paper seeks to explain the effect of flow, game repetition, and brand familiarity on players brand attitude and purchase intention in the context of mobile advergaming. Data from 227 participants who played a ... -
Facebook and luxury fashion brands: self-congruent posts and purchase intentions
Wallace, Elaine; Buil, Isabel; Catalán, Sara (Emerald, 2020-04-07)This study explores consumers self-congruence with luxury fashion brands they mention on Facebook. It investigates the extent to which those brands are congruent with the actual self (ASC) or the ideal self (ISC), and ... -
The role of flow for mobile advergaming effectiveness
Catalán, Sara; Martínez, Eva; Wallace, Elaine (Emerald, 2019-11-11)Based on flow theory, this paper seeks to explain why the use of mobile advergames can enhance players brand perceptions and purchase intentions, as well as the factors that affect players flow experience. Data from 212 ...