Purpose: Based on flow theory, the purpose of this paper is to explain why the use of mobile advergames can enhance players’ brand perceptions and purchase intentions, as well as the factors that affect players’ flow experience. Design/methodology/approach: Data from 212 participants who...

Purpose: This paper aims to explain the effect of flow, game repetition and brand familiarity on players’ brand attitude and purchase intention in the context of mobile advergaming. Design/methodology/approach: Data from 227 participants who played a mobile advergame were analysed. Structural...

Purpose: This study explores consumers' self-congruence with luxury fashion brands they mention on Facebook. It investigates the extent to which those brands are congruent with the actual self (ASC) or the ideal self (ISC), and whether ASC or ISC of luxury fashion brands on Facebook predicts...