Title
Advergames: the impact of brand prominence and game repetition on brand responsesAdvergames: the impact of brand prominence and game repetition on brand responses
Author
Faculty/Department
Faculty of Applied Economics
Research group
Marketing
Publication type
article
Publication
Clemson, S.C.,
Subject
Economics
Source (journal)
The journal of advertising. - Clemson, S.C., 1972, currens
Volume/pages
39(2010):1, p. 5-18
ISSN
0091-3367
1557-7805
ISI
000275634600001
Carrier
E
Target language
English (eng)
Full text (Publishers DOI)
Affiliation
University of Antwerp
Abstract
The impact of in-game brand exposure strength is explored by investigating the advertising effects of brand prominence and game repetition. Four hundred eighty participants played an online game two or four times. The results indicate a positive effect of brand prominence on brand recall, without influencing brand attitude. Repeatedly playing an identical game had no effect on brand recall, but had a negative impact on brand attitude, indicating that the wear-out phase was reached quickly. Product involvement had a moderating effect for game repetition only, with more negative attitude effects of game repetition for a ligh-involvement product than for a low-involvement product. In a follow-up study in which participants could play the game as often as they wanted, the effects of repeatedly playing the game were confirmed.
E-info
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