Let's Playing Game : The Effects Of Brand-Game-Self Congruities on Player's Attitude Towards Brands In Advergames.

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.