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• W2017222759 abstract "In this paper, we examine the impact of self-brand congruity and entertainment factors in influencing brandattitude among gamers on advergame. The role of brand attitude in mediating the relationship between self-brandcongruity and entertainment on purchase intention is also examined. By using structural equation modelling(SEM), the results show that self-brand congruity and entertainment influenced brand attitude and purchaseintention in advergame. As expected, brand attitude plays a crucial role in mediating the relationship betweenself-brand congruity and entertainment on purchase intention. This study also suggests some implications anddirections for future research." @default.
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• W2017222759 date "2015-02-12" @default.
• W2017222759 modified "2023-09-30" @default.
• W2017222759 title "Purchase Behaviour in Advergame and the Effect of Brand Attitude as a Mediator" @default.
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• W2017222759 doi "https://doi.org/10.5539/ass.v11n5p249" @default.
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