𝔖 Bobbio Scriptorium
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Sony Online Entertainment: EverQuest®or EverCrack?

✍ Scribed by Judith W. Spain; Gina Vega

Book ID
106379924
Publisher
Springer
Year
2005
Tongue
English
Weight
88 KB
Volume
58
Category
Article
ISSN
0167-4544

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## Abstract This research examines consumer reactions to online ads varying in levels of entertainment value. Results show that more favorable brand attitudes and more positive purchase intentions are formed when consumers are exposed to an ad that generates a high (game ad), rather than a low (ban