What if advergaming was effective before playing? The impact of advergame perceived legitimacy on attitudes and downloads intent

Amélie Joassard () and Sonia Capelli ()
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Amélie Joassard: MAGELLAN - Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon
Sonia Capelli: MAGELLAN - Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon

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Abstract: This study explores the effectiveness of advergames before their use. We suggest advertising legitimacy plays a role on attitudes toward the brand and the game and on behavioral intents to purchase the brand and play the game. Specifically, we propose congruency and transparency as antecedents of advergame legitimacy. Results of two experiments showed that high level of transparency, allowed by brand prominence in the game, leads to better results for both the advergame and the brand. The relationship between transparency and legitimacy is moderated by brand-game congruency. Our results provide insights for advertisers in guiding their choices dealing with the advergame design and inviting them to consider that their characteristics such as brand prominence may impact brand outcomes even when the advergame is not used.

Keywords: Advergames; Advertising legitimacy; Persuasion Knowledge; Congruence; Brand prominence; Gamification (search for similar items in EconPapers)
Date: 2021-03-18
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Published in American Academy of Advertising Annual Conference, Mar 2021, San Diego (Virtual), United States

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04697515

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