Evaluating Game-Brand Congruity and Flow on Brand Personality by Using Gamifying Learning
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Chia-Wen LEE 1, Cheng-Fu Yang 2, Huang-Chia Hung 3 *
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1 Beijing Normal University, Zhuhai2 National University of Kaohsiung3 National Taitung University* Corresponding Author

Abstract

This study investigated the effects of game-brand congruity and flow in racing advergames to explore the influence of embedded brands. Data from a pre- and post-test experiment were collected from total 200 of college students. They played the racing advergames between two measures. The results revealed that game-brand congruity and flow impacted brand personality in games. The embedded brands that were congruent with the content of the game negatively influenced brand personality, whereas the embedded brands that were incongruent with the content of the game positively influenced brand personality. Gamers who exhibited high flow in the advergame gave positive feedback on brand personality; gamers who exhibited low flow in the advergame gave negative feedback on brand personality.

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This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

Article Type: Research Article

EURASIA J Math Sci Tech Ed, Volume 13, Issue 7, July 2017, 3083-3097

https://doi.org/10.12973/eurasia.2017.00706a

Publication date: 23 Jun 2017

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