"When Ramon Tafraise crushes the Doodler!": The impact of brand prominence on the effectiveness of an advergame before playing

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 focuses on the effects of game-brand congruence and brand prominence within an advergame before playing. A 2 (congruence) x 2 (prominence) between-subject experiment shows that when the game and the brand are congruent, attitude toward the game and intention to download the game are improved when the brand is prominent. No effect of brand prominence is found in the incongruent condition. To activate the promotional goal of an advergame, these findings suggest to advergame designers to choose games related to their brand and to make the brand central into the gameplay.

Keywords: advergames; congruence; prominence; gamification; online communication (search for similar items in EconPapers)
Date: 2019-05-28
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Published in 48th EMAC Conference, May 2019, Hambourg, Germany

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04697504

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