Asian Social Science; Vol. 11, No. 5; 2015 ISSN 1911-2017 E-ISSN 1911-2025 Published by Canadian Center of Science and Education 249 Purchase Behaviour in Advergame and the Effect of Brand Attitude as a Mediator Azaze-Azizi Abdul Adis 1 , Hyung-Jun Kim 2 , Mohd Rizwan Abdul Majid 1 , Zaiton Osman 1 , Izyanti Awang Razli 1 & Grace Phang Ing 1 1 Faculty of Business, Economics & Accountancy, Universiti Malaysia Sabah, Kota Kinabalu, Malaysia 2 College of Business Administration & Economics, Chungnam National University, Daejeon, Republic of Korea Correspondence: Azaze-Azizi Abdul Adis, Faculty of Business, Economics & Accountancy, Universiti Malaysia Sabah, Jalan UMS, 88400, Kota Kinabalu, Sabah, Malaysia. Tel: 60-88-32-0000. E-mail: azizi@ums.edu.my Received: October 27, 2014 Accepted: November 25, 2014 Online Published: February 12, 2015 doi:10.5539/ass.v11n5p249 URL: http://dx.doi.org/10.5539/ass.v11n5p249 Abstract In this paper, we examine the impact of self-brand congruity and entertainment factors in influencing brand attitude among gamers on advergame. The role of brand attitude in mediating the relationship between self-brand congruity 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 purchase intention in advergame. As expected, brand attitude plays a crucial role in mediating the relationship between self-brand congruity and entertainment on purchase intention. This study also suggests some implications and directions for future research. Keywords: advergame, self-brand congruity, entertainment, brand attitude, purchase intention 1. Introduction Brand attitude by definition is either a positive or negative judgment of individual’s feeling toward a brand (Shimp, 2000) and consists of a cognitive, affective and conative component (Lutz, 1977). In addition, brand attitude can also be associated with becoming a necessary communication effect when the brand purchase occurred (Percy & Rossiter, 1992). In advergame, research on brand attitude toward purchase intention had showed remarkable progress in contributing to the theory of buyer behaviour (Abdul Adis & Kim, 2013a; 2013b; Gross, 2010; Cauberghe & Pelsmacker, 2010; Lee & Faber, 2007; Nelson, Keum, & Yaros, 2004; Nelson, 2002). Game produces high levels of emotion and excitement (Fiore, Jin, & Kim, 2005) which provide a platform for the realistic magnification of the internal-self (Childers, Carr, Peck, & Carson, 2001; Scarpi, 2012). In conjunction, consumer self-concept research is still in early phase than consumer attitude research (Sirgy, 1985), contributes to more issue pertaining self-concept and consumer attitude which are still unanswered. Davis, Lang & Gautam, (2013) and Davis & Lang (2013) for example, investigated the influence of self-congruity on purchase usage of games. Although these studies successfully confirmed the impact of self-congruity and game purchase and usage, none of them focused on the effects of self-brand congruity on gamers’ attitude towards advertisement which appeared in the games they played. These effects will be investigated in this study. This is vital for the advertisers to comprehend the positive and negative impact of self-brand congruity on consumer responses when and after playing games. Nowadays, the aggressiveness of the internet advertising encourages advertisers to be more creative, targeted and effective (Mangalindan, Swisher, Bank, Hamilton & Clark, 2004). Entertainment is an important principle when using interactive and digital media (Taylor, 2009). Therefore, the element of ‘enjoyment’ always was emphasized by the advertisers in their advertising strategy in games. Due to this, entertainment value is also considered in this study as one of the factor not to be ignored in examining brand attitude in advergames. 1.1 How Self-Brand Congruity Can Influence Brand Attitude and Purchase Intention? Previous studies on consumer behavior has established that constructs such as brand attitude, brand preference, brand choice, purchase motivation, purchase intention, brand purchase, brand satisfaction, and brand loyalty have positive influence on actual self-congruity (see Sirgy, Lee, Johar, & Tidwell, 2008; Sirgy, 1985; Sirgy, Grewal, & Mangleburg, 2000; Sirgy & Su, 2000; Lui, Li, Mizerski, & Soh, 2012; Hohenstein, Sirgy, Herrmann,