LET’S PLAYING GAME: THE EFFECTS OF BRAND-GAME-SELF CONGRUITIES ON PLAYER'S ATTITUDE TOWARDS BRANDS IN ADVERGAMES

Abstract

Abstract. The purpose of this research is to examine the extent to which game-self
congruity, brand-self congruity and brand-game congruity simultaneously affect game
player‟s attitude towards the advertised brand in advergame. This research extends the
extant literature that asserts that the player‟s attitude towards brand is not only
influenced by perceived congruity between brand and game, but it is also affected by
the player‟s self-concept and how he/she identifies him/herself to the game and the
brand. The results showed that brand-game congruity has significant effect on player‟s
attitude towards the brand and perceived entertainment was found to mediate the effect
of game-self congruity on player‟s attitude. Findings of this research can help
marketers to better design and promote marketing approaches to consumers by taking
game-self and brand-self congruities into account.
Keywords: Advergame, game-self congruity, brand-game congruity, brand-self
congruity