Article2008

Communicating brands playfully

Gunnar Mau · Günter Silberer · Christoph Constien

106 citations0/0 files storedInternational Journal of Advertising

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Digital Marketing and Social Media

Abstract

An online experiment was conducted to study the effects of brand placements in computer games on brand attitude as well as game attitude (N = 521; between subject design: familiar vs unfamiliar brands vs no brand). Results show that particularly unfamiliar brands can achieve a better attitude, while the attitude towards the familiar brand worsens as a result of ad placements. In any case, the game will suffer as a result of the integration of advertising: attitude towards the game worsens as a result of ad placement. However, these effects were not moderated by ad scepticism. In terms of the process of attitude formation, attitude towards the game has a direct impact on attitude towards the advertised brand.

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References

1996Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations 2001Nature and Operation of Attitudes 1995Mood and judgment: The affect infusion model (AIM).1981Attitudes and Persuasion: Classic and Contemporary Approaches 1981Psychological Reactance: A Theory of Freedom and Control 1991Measuring the hedonic and utilitarian sources of consumer attitudes 1989An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context 1986The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations

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2013The Gamification of Advertising: Analysis and Research Directions of In-Game Advertising, Advergames, and Advertising in Social Network Games 2011Interactive Digital Advertising vs. Virtual Brand Community 2020The gamification of in-game advertising: Examining the role of psychological ownership and advertisement intrusiveness 2015Disclosing the persuasive nature of advergames: moderation effects of mood on brand responses via persuasion knowledge 2016

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