ABSTRACT
This study explores that embedded brands is influenced by investigating the effects of flow and product involvement in advergames. The results revealed that gamers with high flow in the game gave positive feedback on brand personality; gamers with low flow in the game gave negative feedback on brand personality. The embedded brands of high product involvement were congruent with content of the game negatively influenced on brand personality, whereas the embedded brands that were incongruent with content of the game positive influenced on brand personality.
