African Journal of
Business Management

  • Abbreviation: Afr. J. Bus. Manage.
  • Language: English
  • ISSN: 1993-8233
  • DOI: 10.5897/AJBM
  • Start Year: 2007
  • Published Articles: 4100

Full Length Research Paper

In-game advertising: Consumers’ attitude and the effect of product placements on memory

Shu-Hsun Ho1, Yu-Ling Lin2* and Yu-Ting Yang1
  1Department of Business Administration Providence University, Taichung, Taiwan. 2Department of Business Administration, National Chin-Yi University of Technology, Taichung, Taiwan.
Email: [email protected]

  •  Accepted: 26 May 2011
  •  Published: 14 October 2011