文章基本信息

标题：In-Game Advertising:Analyzing the Effects of Brand Congruity, Integration,and Prominence towards IGA Attitude and Purchase Intention
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作者：Santirianingrum Soebandhi ; Yuan Andriansyah
期刊名称：Jurnal Manajemen Teknologi
印刷版ISSN：1412-1700
电子版ISSN：2089-7928
出版年度：2017
卷号：16
期号：3
语种：English
出版社：Institut Teknologi Bandung
摘要：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.
其他摘要：Saat ini mobile in-game advertising (IGA) telah menjadi media promosi yang secara luas digunakan dalam mengenalkan dan menawarkan produk kepada konsumen. Dengan menggunakan game balap online yang ada,penelitian ini menganalisis pengaruh kesesuian,integras
关键词：Brand congruity;brand integration;brand prominence;attitude towards in-game advertising;purchase intention
其他关键词：Kesesuaian merek;integrasi merek;prominen merek;sikap terhadap in-game advertising;minat bel