...Dong Woo Ko; Jihye Park Purpose The purpose of this research is to examine the effects of congruence between the ideal self-image of a game player and the game character on identification and interaction with the game character, perceived game power and performance, character attachment...

... to the literature by showing that brand trust plays a mediating role and demonstrates that game characters can stimulate purchase intentions more persuasively depending on gamers’ trust propensity and involvement in the advertised products. The findings contribute to theory regarding congruency effects of game...