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Advergames: the impact of brand prominence and game repetition on brand responses

(2010) JOURNAL OF ADVERTISING. 39(1). p.5-18
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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 high-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.
Keywords
AD, ATTITUDE, COMPLEXITY, INVOLVEMENT, PRODUCT PLACEMENTS, PERSUASION KNOWLEDGE, ADVERTISING REPETITION, FAMILIARITY, ATTENTION, FRAMEWORK

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Citation

Please use this url to cite or link to this publication:

Chicago
Cauberghe, Veroline, and Patrick De Pelsmacker. 2010. “Advergames: The Impact of Brand Prominence and Game Repetition on Brand Responses.” Journal of Advertising 39 (1): 5–18.
APA
Cauberghe, Veroline, & De Pelsmacker, P. (2010). Advergames: the impact of brand prominence and game repetition on brand responses. JOURNAL OF ADVERTISING, 39(1), 5–18.
Vancouver
1.
Cauberghe V, De Pelsmacker P. Advergames: the impact of brand prominence and game repetition on brand responses. JOURNAL OF ADVERTISING. 2010;39(1):5–18.
MLA
Cauberghe, Veroline, and Patrick De Pelsmacker. “Advergames: The Impact of Brand Prominence and Game Repetition on Brand Responses.” JOURNAL OF ADVERTISING 39.1 (2010): 5–18. Print.
@article{528039,
  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 high-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.},
  author       = {Cauberghe, Veroline and De Pelsmacker, Patrick},
  issn         = {0091-3367},
  journal      = {JOURNAL OF ADVERTISING},
  keyword      = {AD,ATTITUDE,COMPLEXITY,INVOLVEMENT,PRODUCT PLACEMENTS,PERSUASION KNOWLEDGE,ADVERTISING REPETITION,FAMILIARITY,ATTENTION,FRAMEWORK},
  language     = {eng},
  number       = {1},
  pages        = {5--18},
  title        = {Advergames: the impact of brand prominence and game repetition on brand responses},
  volume       = {39},
  year         = {2010},
}

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