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...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Universitas Mercu Buana
2017-05-01
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| Series: | MIX: Jurnal Ilmiah Manajemen |
| Subjects: | |
| Online Access: | http://publikasi.mercubuana.ac.id/index.php/Jurnal_Mix/article/view/1474 |