In Game Advertising: Analyzing the Effects of Brand Congruity, Integration, and Prominence towards IGA Attitude and Purchase Intention  

Oleh:

Andriansyah, Yuan ; Soebandhi, Santirianingrum

Jenis: Article from Journal - ilmiah nasional - terakreditasi DIKTI
Dalam koleksi: Jurnal Manajemen Teknologi vol. 16 no. 3 (2017), page 258-270.
Topik: Brand congruity; brand integration; brand prominence; attitude towards in-game advertising ; purchase intention
Fulltext: Ros.rtf (621.8KB)

Isi artikel

Currently mobile in-game advertising (IGA) has become a promotional medium that is widely used in introducing and offering products to consumers. Using an existing online racing game, this study analyzed the effect of brand congruity, integration, and prominence on attitudes toward IGA and purchase intention on brands that advertised in this game. A total of 100 respondents ranging from 16 to 35 years old were involved. Partial Least Squares analysis was used as the data technique analysis. The results show that brand congruity, integration, and prominence have a significant effect on consumer attitudes toward IGA. However, those do not have effect on purchase intention

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