Effect of interactivity and congruence on brand advocacy and brand acceptance

Purpose The purpose of this paper is to examine the combined effect of game-interactivity and game-product congruence on consumers' brand advocacy and brand acceptance in the context of in-game advertising. Design/methodology/approach A 2 (interactivity: high or low)x2 (game-product congruence: high or low) between-subject measures design is used. In total, 140 students participated in the study. A 2x2 between-subjects multivariate analysis of variance is used to test the hypotheses. Findings The results reveal that for a high-interactive game, congruent condition results in higher brand advocacy and superior brand acceptance than the incongruent condition. However, for a low-interactive game, both congruent and incongruent conditions will result in the same level of brand advocacy as well as equal levels of brand acceptance. Research limitations/implications - This paper provides implications for theory as well as practice by providing the empirical evidence of the combined effect of game-interactivity and game-product congruence on consumers' brand advocacy and brand acceptance from the perspective of attention and elaboration. If higher brand advocacy and greater brand acceptance are the objectives of the brand managers, then a high interactive with congruent brand placements would be the right approach for effective advergames. Originality/value This investigation contributes to non-traditional advertising media literature, specifically to the area of branded entertainment, like brand placements in digital games by examining and exploring the influence of game-specific factors on players' brand advocacy and brand acceptance. Moreover, this paper is one of the first to reveal the real-time roles of game-specific factors in generating gamers' brand advocacy and brand acceptance from the perspectives of attention and elaboration, in an emerging marketing context, like India.