Purchase behaviour in advergame and the effect of brand attitude as a mediator

Azaze-Azizi Abdul Adis, and Kim, Hyung Jun and Grace Phang Ing, and Mohd Rizwan Abdul Majid, and Izyanti Awang Razli, and Zaiton Osman, (2015) Purchase behaviour in advergame and the effect of brand attitude as a mediator. Asian Social Science, 11 (5). pp. 249-257. ISSN 19112017

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Abstract

In this paper, we examine the impact of self-brand congruity and entertainment factors in influencing brand attitude among gamers on advergame. The role of brand attitude in mediating the relationship between self-brand congruity and entertainment on purchase intention is also examined. By using structural equation modelling (SEM), the results show that self-brand congruity and entertainment influenced brand attitude and purchase intention in advergame. As expected, brand attitude plays a crucial role in mediating the relationship between self-brand congruity and entertainment on purchase intention. This study also suggests some implications and directions for future research. © 2015, Canadian Center of Science and Education. All right reserved.

Item Type: Article
Uncontrolled Keywords: Advergame; Brand attitude; Entertainment; Purchase intention; Self-brand congruity
Subjects: H Social Sciences > HF Commerce
Depositing User: Unnamed user with email storage.bpmlib@ums.edu.my
Date Deposited: 19 Jun 2015 02:28
Last Modified: 12 Oct 2017 03:06
URI: http://eprints.ums.edu.my/id/eprint/10745

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