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

Veroline Cauberghe UGent and Patrick De Pelsmacker UGent (2010) JOURNAL OF ADVERTISING. 39(1). p.5-18
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.
Please use this url to cite or link to this publication:
author
organization
year
type
journalArticle (original)
publication status
published
subject
keyword
AD, ATTITUDE, COMPLEXITY, INVOLVEMENT, PRODUCT PLACEMENTS, PERSUASION KNOWLEDGE, ADVERTISING REPETITION, FAMILIARITY, ATTENTION, FRAMEWORK
journal title
JOURNAL OF ADVERTISING
J. Advert.
volume
39
issue
1
pages
5 - 18
Web of Science type
Article
Web of Science id
000275634600001
JCR category
COMMUNICATION
JCR impact factor
0.847 (2010)
JCR rank
28/67 (2010)
JCR quartile
2 (2010)
ISSN
0091-3367
language
English
UGent publication?
no
classification
A1
copyright statement
I have transferred the copyright for this publication to the publisher
id
528039
handle
http://hdl.handle.net/1854/LU-528039
date created
2009-03-23 12:37:33
date last changed
2016-12-19 15:46:44
@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},
}

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.