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Guo, X.L. and Wang, Y.G. (2013) Global Consumption Orientation and Global Brand Attitude of Consumer—The Main Effect, Moderating Effect and Sino-US Differences. Nankai Business Review, 4-16.

has been cited by the following article:

• TITLE: The Effect of In-Game Advertising in SNS on Brand Equity

  AUTHORS: Jianhua Yang, Meizhen Zhang, Zhiqin Zou

  KEYWORDS: SNS, In-Game Advertising, Brand Equity, Brand Familiarity

  JOURNAL NAME: Journal of Service Science and Management, Vol.8 No.1, February 16, 2015

  ABSTRACT: In recent years the boom of SNS has bestowed in-game advertising in SNS with great attention from media and the public. This paper explores how IGA in SNS affects brand equity, and how brand familiarity moderates the relationship between IGA in SNS and brand equity. The results indicate that: 1) IGA in SNS has positive effects on brand awareness, brand association and perceived quality. However, such effect on brand loyalty is not significant. 2) Brand familiarity negatively moderates the effect of IGA in SNS on brand awareness, perceived quality and brand association while the effect on brand loyalty is not significant.