Analysing cross-cultural design in advergames: a comparison between the UK and Brazil
This paper presents the findings from a study of advergame design elements paying particular attention to cross-cultural consumer attitudes towards advergames and sponsored brands. From a thorough literature review, an integrated framework for advergames across cultures (CAKE) has been designed, com...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
European Alliance for Innovation (EAI)
2019-07-01
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| Series: | EAI Endorsed Transactions on Serious Games |
| Subjects: | |
| Online Access: | https://eudl.eu/pdf/10.4108/eai.13-9-2018.156150 |