The Influence of Brand–Game Congruity in the Promotional Phase of Advergames: The Role of Perceived Legitimacy

Amélie Joassard () and Sonia Capelli ()
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Amélie Joassard: MAGELLAN - Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon
Sonia Capelli: MAGELLAN - Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon, Iaelyon - Iaelyon School of Management - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon

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Abstract: Advergames—video games created by brands to convey their message—are continuously used in advertising. As voluntary entertainment experiences, their success depends on both in-game engagement and pre-play promotion. This research examines how brand–game congruity influences consumer responses in the promotional phase. Three experimental studies explore the role of three types of brand–game congruity: advertising, image, and lifestyle congruity. The combined findings establish that high congruity strengthens per ceived legitimacy, leading to more favorable attitudes and behavioral responses to both the brand and the game, prior to the game experience. These insights offer relevant managerial implications for optimizing both advergame promotions and advertising effectiveness.

Date: 2026-08-25
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Published in Journal of Advertising, 2026, ⟨10.1080/00913367.2026.2712517⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05780369

DOI: 10.1080/00913367.2026.2712517

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