Brand embeddedness in advergames through brand–game congruence and brand prominence: a typology of ways to design a game around a brand

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: Advergames allow advertisers to build an entire game around the brand. This study explores how brands can be embedded in advergames through brand-game congruence and brand prominence in the game. A typology of 112 existing advergames uncovers three types of advergames in line with ways of persuading detailed in the hierarchy-of-effects theory: (1) affective, (2) cognitive, and (3) conative. The findings provide an explanation for the contradictions found in various studies, such as when only one congruence or prominence dimension is considered.

Keywords: Advergame; Congruence; Prominence; Embeddedness (search for similar items in EconPapers)
Date: 2024-01-30
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Published in International Journal of Advertising, 2024, ⟨10.1080/02650487.2024.2305529⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04694216

DOI: 10.1080/02650487.2024.2305529

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