摘要：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.
