An application of brand personality to advergames: The effect of company attributes on advergame personality

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• 作者：Heejun LeeAuthor Vitae ; Chang-Hoan Cho ; ^{ccho@yonsei.ac.kr}Author Vitae
• 关键词：Advergame ; Brand personality ; Advergame personality ; Digital game
• 刊名：Computers in Human Behavior
• 出版年：2017
• 出版时间：April 2017
• 年：2017
• 卷：69
• 期：Complete
• 页码：235-245
• 全文大小：861 K
• 卷排序：69

文摘

Consumers assign human personality traits to advergames. Consumers' perceived advertising personality is five-dimensional. Company attributes and product category influence advergame personality dimensions. Relationships between behavioral intentions (advergaming, purchase) and advergame personality are identified.