This study explores that embedded brands is influenced by investigating the effects of flow, self-construal, product involvement, and game-product congruity in advergames. Participating in a pre- and post-test experiment were 202 college students in the United States and Taiwan. The results revealed that flow, self-construal, and game-product congruity impacted on brand personality in advergames. Gamers with high flow in the game gave positive feedback on brand personality; gamers with low flow in the game gave negative feedback on brand personality. Gamers with interdependent self-construal reported a greater influence on sincerity of brand personality than gamers with independent self-construal. The embedded brands that were congruent with content of the game negatively influenced on brand personality, whereas the embedded brands that were incongruent with content of the game positive influenced on brand personality.
|Advisor:||Mantz, Timothy K.|
|Commitee:||Butler, Cliff, Miller, Lewis C.|
|Department:||School of Business|
|School Location:||United States -- Washington|
|Source:||DAI-A 74/08(E), Dissertation Abstracts International|
|Keywords:||Advergame, Brand personality, Flow, Game-product congruity, Product involvement, Self-construal|
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