An application of brand personality to advergames: The effect of company attributes on advergame personality
作者：
Highlights：
• Consumers assign human personality traits to advergames.
• Consumers' perceived advertising personality is five-dimensional.
• Company attributes and product category influence advergame personality dimensions.
• Relationships between behavioral intentions (advergaming, purchase) and advergame personality are identified.
摘要
•Consumers assign human personality traits to advergames.•Consumers' perceived advertising personality is five-dimensional.•Company attributes and product category influence advergame personality dimensions.•Relationships between behavioral intentions (advergaming, purchase) and advergame personality are identified.
论文关键词：Advergame,Brand personality,Advergame personality,Digital game
论文评审过程：Received 13 October 2016, Revised 13 December 2016, Accepted 14 December 2016, Available online 18 December 2016, Version of Record 25 December 2016.
论文官网地址：https://doi.org/10.1016/j.chb.2016.12.035
