Mary Jordan

Lehigh University

621 Taylor Street

Bethlehem, PA 18015

United States

  • Lehigh University

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Player-Character Congruity and Flow: An Integrative Model on Loyalty in Gaming

2018 Engaged Management Scholarship Conference: Philadelphia, PA
Number of pages: 51 Posted: 30 Aug 2018
Mary Jordan and Misty Blessley
Lehigh University and Temple University
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Abstract:

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gaming, self-congruity theory, flow theory, player-character identification, brand loyalty