Thought favorability: mediating role in fit and brand advocacy

Devika Vashisht · HFO Surindar Mohan · Abhishek Singh Chauhan · Raveesh Vashisht

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Consumer Behavior in Brand Consumption and Identification Digital Marketing and Social Media Digital Games and Media

Abstract

Purpose The purpose of this study is to investigate the effect of game-product fit on brand advocacy and mediating role of thought favorability in fit and brand advocacy relationship in the context of in-game advertising (IGA) using congruity theory and heuristic systematic model. This expounds the conditions under which in-game brand placements form favorable or unfavorable thoughts about the game and the advertised brand, and following brand advocacy. Design/methodology/approach A total of 144 student-gamers participated in the study. One-way ANOVA and a path analysis were used for hypotheses testing. Findings Results showed that the high-fit game resulted in higher thought favorability and greater levels of brand advocacy than the low-fit game. Furthermore, results also revealed that thought favorability mediated the relationship of game-product fit and brand advocacy among players. Research limitations/implications Research on IGA is still in its relative infancy, and how gamers respond to brand placements in games has yet to be fully established. This paper’s theoretical implications are primarily in the context of in-game advertising and explain the role played by game-product fit as an originator to thought favorability that further adds value to thought favorability and brand advocacy relationship. Practical implications The study offers important implications for marketers, advertisers, policy-makers in terms of effective game-designing and IGA execution. Originality Since very little research has been done focusing on mediating role of thought favorability in game-product fit and brand advocacy relationship in the context of IGA from attention and elaboration perspectives, this paper scores as a pioneering study of its kind in India.

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References

1980Heuristic versus systematic information processing and the use of source versus message cues in persuasion.1994The Persuasion Knowledge Model: How People Cope with Persuasion Attempts 1994Heuristic processing can bias systematic processing: Effects of source credibility, argument ambiguity, and task importance on attitude judgment.2000The Match-Up Hypothesis: Physical Attractiveness, Expertise, and the Role of Fit on Brand Attitude, Purchase Intent and Brand Beliefs 2002Investigating the Effectiveness of Product Placements in Television Shows: The Role of Modality and Plot Connection Congruence on Brand Memory and Attitude 2001The effect of brand personality and brand identification on brand loyalty: Applying the theory of social identification 2007Effects of Product Placement in On-Line Games on Brand Memory: A Perspective of the Limited-Capacity Model of Attention 2009The fairyland of Second Life: Virtual social worlds and how to use them

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