Evaluating Game-Brand Congruity and Flow on Brand Personality by Using Gamifying Learning
Chia-Wen LEE 1
,  
Cheng-Fu Yang 2
,  
 
 
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1
Beijing Normal University, Zhuhai
2
National University of Kaohsiung
3
National Taitung University
CORRESPONDING AUTHOR
Huang-Chia Hung   

National Taitung University, 369, Sec. 2, Shikang Rd.,, 950 Taitung, Taiwan
Publish date: 2017-06-23
 
EURASIA J. Math., Sci Tech. Ed 2017;13(7):3083–3097
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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.
eISSN:1305-8223
ISSN:1305-8215