In-Game Advertising: Analyzing the Effects of Brand Congruity, Integration, and Prominence towards IGA Attitude and Purchase Intention

In-Game Advertising: Analyzing the Effects of Brand Congruity, Integration, and Prominence towards IGA Attitude and Purchase Intention

Abstract. Currently mobile in-game advertising (IGA) has become a promotional medium that is widely used in introducing and offering products to consumers. Using an existing online racing game, this study analyzed the effect of brand congruity, integration, and prominence on attitudes toward IGA and...

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Bibliographic Details
Main Authors: Santirianingrum Soebandhi, Yuan Andriansyah
Format: Article
Language:English
Published: Institut Teknologi Bandung 2017-12-01
Series:Jurnal Manajemen Teknologi
Subjects:
Brand congruity
brand integration
brand prominence
attitude towards in-game advertising
purchase intention
Online Access:http://dx.doi.org/10.12695/jmt.2017.16.3.3

Internet

http://dx.doi.org/10.12695/jmt.2017.16.3.3

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