Exploring the Impact of Brand Engagement on Brand Equity in the Context of Advergame

Dr. Mitesh M. Jayswal ., Puja Vora .

Abstract


The purpose of this paper is to study the relationship between brand equity and brand engagement in context of advergame. It tests; brand equity is significant on Brand Engagement and the impact of brand engagement on brand equity.

The paper presents a survey of youngster of Gujarat under descriptive- cross sectional design. The statistical tools like factor analysis, MANOVA, and multiple regressions have been used. Brand equity is found significant on brand engagement. It is significant for emotional attachment and rational attachment wherein emotional attachment positively impact on brand equity. The paper will be of value to those interested in advergame and branding in advergame. It is suitable for academics and practitioners alike.

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