L'acceptabilité du placement de marques dans les jeux vidéo: une application aux joueurs de 15 à 35 ans

Jean-Marc Lehu and Etienne Bressoud
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Jean-Marc Lehu: CEREM - Centre d'étude et de recherche en marketing - UP1 UFR06 - Université Paris 1 Panthéon-Sorbonne - UFR Gestion & économie d'entreprise - UP1 - Université Paris 1 Panthéon-Sorbonne
Etienne Bressoud: LED - Laboratoire d'Economie Dionysien - UP8 - Université Paris 8 Vincennes-Saint-Denis

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Abstract: Relatively new alternative communication technique, brand placement in video games is still suffering from the lack of research about players' attitude toward in-game brand placement. This research presents new insights, setting aside two players subpopulations (15-24 vs. 25-35 years-old). It also identifies two other subpopulations of players according to their assiduity (casual vs. hardcore). Gamers admit brand intrusion in games and main results show that a younger player tends to accept them more favourably. On the other hand, brand placement in video games acceptability is systematically stronger for hardcore gamers than casual ones. Limits are discussed as main managerial implications

Keywords: acceptability; brand placement; product placement; video game; Advergaming; acceptabilité; placement de marques; placement de produits; jeux vidéo (search for similar items in EconPapers)
Date: 2008
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Published in 24ème congrès international de l'Association Française du Marketing, 15-16 Mai, Paris, 2008, France

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