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ERIC Number: EJ1144686
Record Type: Journal
Publication Date: 2017-Jul
Pages: 15
Abstractor: As Provided
ISBN: N/A
ISSN: EISSN-1305-8223
EISSN: N/A
Evaluating Game-Brand Congruity and Flow on Brand Personality by Using Gamifying Learning
Lee, Chia-Wen; Yang, Cheng-Fu; Hung, Huang-Chia
EURASIA Journal of Mathematics, Science & Technology Education, v13 n7 p3083-3097 Jul 2017
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.
EURASIA. Sehit Osman Avci Mah. Malazgirt 1071 Cad. No:48/30, Etimesgut, Ankara, TR06796, Turkey. Tel: +90-312-202-8192; Fax: +90-312-222-8483; e-mail: editor.eurasiajournal@gmail.com; Web site: http://www.ejmste.com
Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Grant or Contract Numbers: N/A