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Results showed that although there was no significant attitude difference towards single and multi-brand settings in advergames, the players' attitude towards the main brand is more positive in a single brand setting. Second, different levels of cognitive load affect attitude towards the main brand both in single and multi-brand settings, but the attitude change is observed only in single brand setting at high cognitive load. The results of the third analysis yielded that game involvement along with high cognitive load affects all attitudes positively.<\/p>","DOI":"10.4018\/ijgcms.2019100103","type":"journal-article","created":{"date-parts":[[2020,3,27]],"date-time":"2020-03-27T08:28:39Z","timestamp":1585297719000},"page":"42-58","source":"Crossref","is-referenced-by-count":0,"title":["Effects of Cognitive Load and Game Involvement on Affective Responses in Branded Entertainment"],"prefix":"10.4018","volume":"11","author":[{"ORCID":"https:\/\/orcid.org\/0000-0003-3740-7456","authenticated-orcid":true,"given":"Ay\u015feg\u00fcl Sa\u011fkaya","family":"G\u00fcng\u00f6r","sequence":"first","affiliation":[{"name":"Istanbul Medeniyet University, Istanbul, Turkey"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Tu\u011fce Ozansoy","family":"\u00c7ad\u0131rc\u0131","sequence":"additional","affiliation":[{"name":"Y\u0131ld\u0131z Technical University, Istanbul, Turkey"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"2432","reference":[{"issue":"1","key":"IJGCMS.2019100103-0","first-page":"1733","article-title":"Factors responsible for consumers attitude towards advergames.","volume":"1","author":"G.Alina","year":"2013","journal-title":"Annals of Faculty of Economics"},{"key":"IJGCMS.2019100103-1","doi-asserted-by":"publisher","DOI":"10.1007\/BF00436035"},{"key":"IJGCMS.2019100103-2","first-page":"1","article-title":"Media engagement and advertising effectiveness in Kellogg on advertising and media","author":"B. 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