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RESEARCH PRODUCT

Factors contributing brand attitude in advergames: Entertainment and irritation

subject

description

The main contribution of this article is to offer new insights into the antecedents of brand attitude in an advergaming context, focusing on entertainment and irritation as its main drivers. Also, the indirect effect of intrusiveness and congruence on brand attitude is analyzed. A structured questionnaire was completed by a sample of 100 undergraduate and postgraduate students after playing to a real casual advergame. The results show that entertainment is the main driver of brand attitude although irritation also exerts a significant effect on brand attitude due to perceived intrusiveness that, in turn, is determined by incongruence. The study provides useful managerial implications for companies aiming to use advergaming as a communication tool. Special attention must be devoted to designing entertaining advergames and such entertainment should be monitored periodically because it can change over time.