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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Bibliographic Details

Published in:	MIX: Jurnal Ilmiah Manajemen
Main Authors:	Yuaniko Paramitra, Daniel Tumpal H. Aruan
Format:	Article
Language:	English
Published:	Universitas Mercu Buana 2017-05-01
Subjects:	Advergame, game-self congruity, brand-game congruity, brand-self congruity
Online Access:	http://publikasi.mercubuana.ac.id/index.php/Jurnal_Mix/article/view/1474