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

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...

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Principais autores:	Yuaniko Paramitra, Daniel Tumpal H. Aruan
Formato:	Artigo
Idioma:	Inglês
Publicado em:	Universitas Mercu Buana 2017-05-01
coleção:	MIX: Jurnal Ilmiah Manajemen
Assuntos:	Advergame, game-self congruity, brand-game congruity, brand-self congruity
Acesso em linha:	http://publikasi.mercubuana.ac.id/index.php/Jurnal_Mix/article/view/1474
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