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

Soebandhi, Santirianingrum (2017) In-Game Advertising: Analyzing the Effects of Brand Congruity, Integration, and Prominence towards IGA Attitude and Purchase Intention. Unit Research and Knowledge, School of Business and Management-Institut Teknologi Bandung (SBM-ITB). (Unpublished)

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Abstract

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. Keywords. Brand congruity, brand integration, brand prominence, attitude towards in-game advertising, purchase intention

Item Type:	Other
Subjects:	H Social Sciences > HC Economic History and Conditions
Divisions:	Faculty of Economic and Business > Management Study Program
Depositing User:	Sulimin BP3
Date Deposited:	20 May 2021 03:59
Last Modified:	20 May 2021 03:59
URI:	http://erepository.uwks.ac.id/id/eprint/8991

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