Examining the Influence of Telepresence on Spectator and Player Processing of Real and Fictitious Brands in a Computer Game

Nelson, Michelle R.; Yaros, Ronald A.; Keum, Heejo

doi:10.2753/joa0091-3367350406

Cited by 194 publications

(126 citation statements)

References 47 publications

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“…For the past decade, most studies have explored the effects of advergames on brand memory (Cauberghe & Pelsmacker, 2010;Hernandez & Chapa, 2010;Lee & Faber, 2007;Nelson, 2002;Nelson, et al, 2006;Schneider & Cornwell, 2005;Wise, et al, 2008). The results from previous research on the effects of advergames on brand recall and brand recognition can be extrapolated to how gamers notice or remember embedded brands in advergames.…”

Section: Brand Personality and Advergamesmentioning

confidence: 87%

“…Although, the digital media have the capability to induce positive individual mental reactions (flow) on brand knowledge (brand awareness and brand attitudes) in interactive environments (Nelson et al, 2006;Wang, Lee, Mantz, & Hung, 2015), the effect of flow statue is to divide into two opposing extremes. Flow negatively affects gamers' brand memory at a 10% level of significance (Schneider & Cornwell, 2005).…”

Section: Game-brand Congruity and Flow Experience On Brand Personalitmentioning

confidence: 99%

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Evaluating Game-Brand Congruity and Flow on Brand Personality by Using Gamifying Learning

Lee

Yang

Hung

2017

EURASIA J MATH SCI T

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This study investigated the effects of game-brand congruity and flow in racing advergames to explore the influence of embedded brands. Data from a pre-and post-test experiment were collected from total 200 of college students. They played the racing advergames between two measures. The results revealed that game-brand congruity and flow impacted brand personality in games. The embedded brands that were congruent with the content of the game negatively influenced brand personality, whereas the embedded brands that were incongruent with the content of the game positively influenced brand personality. Gamers who exhibited high flow in the advergame gave positive feedback on brand personality; gamers who exhibited low flow in the advergame gave negative feedback on brand personality.

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Section: Brand Personality and Advergamesmentioning

confidence: 87%

Section: Game-brand Congruity and Flow Experience On Brand Personalitmentioning

confidence: 99%

Evaluating Game-Brand Congruity and Flow on Brand Personality by Using Gamifying Learning

Lee

Yang

Hung

2017

EURASIA J MATH SCI T

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“…As such, users of a brand have a higher recall in advertising of the brand and hold a favorable attitude towards its advertising (Rice and Bennett, 1998). Similarly, prior research in advertising recall suggests that well-known brands are better recalled than unfamiliar brands by consumers (Kent and Allen 2004;Nelson, Yaros, and Keum 2006;Schneider and Cornwell 2005). Nelson (2002), also showed in a series of experiments that a brand's market prominence in the consumer mind positively affected the recall of the brand in product placements.…”

Section: Brand Attitudementioning

confidence: 95%

What Makes Consumers Recall Banner Ads in Mobile Applications

Çiçek

Eren-Erdoğmuş

Daştan

2017

emaj

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The uses of mobile advertisements are increasing their popularity across the world. Companies can gather information about the mobile users based on their locations, lifestyle, and preferences via GPS, cookies and browsing history and embed highly personalized banner ads in mobile applications. However, in the literature there is hardly any work on the effectiveness of these highly personalized in-app banner ads. The aim of the study is to reveal which factors affect the effectiveness of in-app banner ads. An experimental study was designed and 209 subjects participated. The results of Ordinal Logistic Regression indicated that prior brand attitude and attitude towards application have a positive effect, whil e brand engagement with self-concept has a negative effect on the recall of in-app banner ads. Moreover, in-app banner ads are recalled more when they are located in landscape applications and positioned at the top part of the screen. This research provides some implications for future studies and practitioners.

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“…Recent research has shown that the positive associations and feelings gained from the game, such as game enjoyment and the desire for future game play, can transfer to the brand depicted in the game, increasing consumers' brand attitude (van Reijmersdal, Rozendaal, and Buijzen 2012;Raney et al 2003). This effect is commonly known as the spill-over effect (e.g., Wise et al 2008;Nelson, Yaros, and Keum 2006). Based on the above reviewed literature we expect that customization possibilities in advergames satisfy players' need for autonomy, which, in turn, positively influences their affective responses toward the game and the brand depicted in the game.…”

Section: Theoretical Background Effects Of Advergame Customization Onmentioning

confidence: 99%

The role of customization, brand trust, and privacy concerns in advergaming

Wottrich

Verlegh

Smit

2016

International Journal of Advertising

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This study investigates the effects of advergame customization features and trust in the brand advertised in the advergame on players' brand attitude and personal information disclosure. Moreover, we examine to what extent players' privacy concerns moderate these effects. Drawing on self-determination theory and uncertainty reduction theory, we developed and tested a game with varying levels of customization features and brand trust. Results show that customization possibilities and brand trust may have a positive influence on advergame persuasion outcomes, but this influence is strongly conditioned by consumers' privacy concerns. When privacy concerns are low, a game containing customization features leads to a more positive brand attitude. However, when privacy concerns are high, the effect becomes negative. Additionally, we find that different levels of privacy concerns do not affect players' responses toward high trust brands, but toward low trust brands. For low trust brands, players with high privacy concerns show more negative game responses than players with low concerns. These findings set the boundaries for several theoretical and practical implications regarding advergame effectiveness.

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Examining the Influence of Telepresence on Spectator and Player Processing of Real and Fictitious Brands in a Computer Game

Cited by 194 publications

References 47 publications

Evaluating Game-Brand Congruity and Flow on Brand Personality by Using Gamifying Learning

Evaluating Game-Brand Congruity and Flow on Brand Personality by Using Gamifying Learning

What Makes Consumers Recall Banner Ads in Mobile Applications

The role of customization, brand trust, and privacy concerns in advergaming

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