scholarly journals Do Violent Video Games Impair The Effectiveness of In-Game Advertisements? The Impact of Gaming Environment on Brand Recall, Brand Attitude, and Purchase Intention

2011 ◽  
Vol 14 (7-8) ◽  
pp. 439-446 ◽  
Author(s):  
Seung-Chul Yoo ◽  
Jorge Peña
Keyword(s):  
Video Games ◽  
Purchase Intention ◽  
Brand Attitude ◽  
Violent Video Games ◽  
Brand Recall ◽  
Gaming Environment ◽  
The Impact

The effect of novelty in in-game advertising: examining the moderating role of interactivity and congruency

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Devika Vashisht
Keyword(s):  
Brand Attitude ◽  
Interactive Marketing ◽  
Content Type ◽  
Brand Recall ◽  
Engagement Theory ◽  
Transportation Theory ◽  
Management Students ◽  
The Impact ◽  
The Relationship

PurposeThe motivation behind the study is to look at the impact of novelty in games on brand recall and attitude, and to dissect the directing job of game interactivity from the points of view of “contrast effect,” “engagement theory” and “transportation theory”.Design/methodology/approachA 2 (novelty: congruent or incongruent) × 2 (game interactivity: high or low) between-subject measures design was used. In total, 172 management students participated in the study. A 2 × 2 between-subjects measure multivariate analysis of variance (MANOVA) was utilized to test the hypotheses.FindingsIncongruent novelty results in higher brand recall but less favorable brand attitude than congruent novelty. Interactivity moderates the relationship between novelty congruence and brand recall such that in a high-interactivity condition, incongruent novelty results in higher brand recall than that in the low-interactivity condition. But, in case of the high-interactivity condition, congruent novelty results in more favorable brand attitude than that in the low-interactivity condition.Practical implicationsDeveloping high brand recall rates and attitudes are the prime objectives of the marketers for choosing a medium to advertise their brands. This investigation adds knowledge to the area of interactive marketing, particularly in-game advertising as a media technique to promote brands taking novelty and game interactivity factors into thought.Originality/valueFrom the perspectives of interactive marketing, psychological elaboration, mind-engagement and transportation of experience, this investigation adds to the literature of advanced media advertising, explicitly to in-game advertising by looking at the effect of novelty and game interactivity.

scholarly journals Influence of Social Construct on Consumers’ Brand Purchase Intention: a Review of Research

2018 ◽  
Vol 7 (3.34) ◽  
pp. 511
Author(s):  
Bikash Kumar Rup ◽  
Jyotiranjan Gochhayat ◽  
Sasmita Samanta
Keyword(s):  
Marketing Strategy ◽  
Purchase Intention ◽  
Brand Personality ◽  
Brand Attitude ◽  
Point Of View ◽  
Social Construct ◽  
The Impact

The aim of this study is to reveal the impact and influence of social construct on consumers’ brand purchase intention. Within the study the latent idea is to illuminates the influence of social construct on brand personality, which leads to enhance the brand purchase intention. The flow of effect of social construct is directly to purchase intention or through brand attitude. In different cultural point of view the specific dimensions of brand personality, those are more influential on purchase intention need to be identified. The outcome of the study may helpful for marketers to redesign their marketing strategy in accordance with the consumers brand personality.  

scholarly journals The Impact of Advertising Appeals on Purchase Intention in Social Media Environment——Analysis of Intermediary Effect Based on Brand Attitude

2018 ◽  
Vol 7 (2) ◽  
pp. 17 ◽  
Author(s):  
Qian He ◽  
Hongjian Qu
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Brand Attitude ◽  
Human Beings ◽  
Communication Tool ◽  
Environment Analysis ◽  
Media Environment ◽  
The Social ◽  
Advertising Appeal ◽  
The Impact

Social media, represented by WeChat and micro-blog, has become an indispensable communication tool for human beings. The social media advertising that extends in this environment has also become the focus of enterprise marketing. Based on the brand attitude as the intermediary variable, this paper studies the influence of advertising appeal on the purchase intention under the socialized media environment, and tries to clarify the influence mechanism between the advertising appeal and the consumer purchase intention. Through the related literature, we find out the relationship between the advertising appeal and the brand state and the purchase intention. Put forward relevant research proposals, to enterprises in the social media environment advertising marketing pointed out a new direction.

How fashion influencers contribute to consumers' purchase intention

2020 ◽  
Vol 24 (3) ◽  
pp. 361-380 ◽  
Author(s):  
Youssef Chetioui ◽  
Hikma Benlafqih ◽  
Hind Lebdaoui
Keyword(s):  
Conceptual Model ◽  
Purchase Intention ◽  
Behavioral Control ◽  
Brand Attitude ◽  
Perceived Behavioral Control ◽  
Fashion Industry ◽  
Content Type ◽  
Factors Affecting ◽  
Consumer Purchase Intention ◽  
The Impact

PurposeThis study examines the impact of attitudes toward fashion influencers (FIs) on brand attitude and consumer purchase intention. It also aims to identify factors affecting consumers' attitudes toward FIs.Design/methodology/approachTo achieve this goal, the authors propose a conceptual model that combines the theory of planned behavior (TPB) and theoretical outcomes of prior literature related to influencer marketing. Based on data collected from 610 Moroccan respondents, the authors empirically test the conceptual model using a partial least squares (PLS) estimation.FindingsThis study illustrates that attitudes toward FIs positively impact brand attitude and consumer purchase intention. The authors also demonstrate that perceived credibility, trust, perceived behavioral control, perceived subjective norms, perceived expertise and perceived congruence positively impact attitudes toward FIs.Practical implicationsThe study findings help marketers and advertisers in the fashion industry to understand how influencer marketing contributes to consumer purchase intention. They also allow marketers to understand factors explaining attitudes toward FIs and therefore better select influencers capable of creating purchase intentions among existing and potential customers.Originality/valueThe present paper bridges a gap pertaining to antecedents and factors that impact attitudes toward FIs and consumer purchase intention. To the authors’ knowledge, this study is the first of its kind to investigate the impact of attitudes toward influencers on both brand attitude and purchase intention in the fashion industry.

Can vague brand slogans promote desirable consumer responses?

2014 ◽  
Vol 23 (4/5) ◽  
pp. 282-294 ◽  
Author(s):  
David Strutton ◽  
Widyarso Roswinanto
Keyword(s):  
Content Analysis ◽  
Purchase Intention ◽  
Experimental Studies ◽  
Brand Attitude ◽  
Future Research ◽  
Word Count ◽  
Content Type ◽  
Consumer Responses ◽  
Brand Recall ◽  
Definition Of

Purpose – This study aims to investigate the effects associated with the strategic use of vague, as opposed to precise, advertised brand slogans on various consumer responses. Design/methodology/approach – A content analysis study was conducted to explore the pattern of vagueness in advertising slogans from 1,441 consumer-oriented brands. Based on the resultant delineation/definition of vagueness, two experimental studies followed. Vignette advertising slogans were manipulated to achieve different level of vagueness. The initial 2 × 2 factorial between subjects design engaged vagueness level of brand slogans and consumers’ need for cognition as factors. Brand recall functioned as the dependent variable. The second experiment featured another 2 × 2 factorial design that used vagueness level and length of brand slogan as factors. Brand attitude, persuasiveness and purchase intention functioned as dependent variables. Findings – Vagueness level of advertising/branding slogans did not significantly affect brand recall. Interactions between vagueness level and length of advertisement slogans exercised significant effects on evoked thought, brand attitude and persuasiveness but not on purchase intention. At net, this study generated original theoretical and managerial insights about how and why desirable branding outcomes can be generated by managing the vagueness and word count of brand slogans, and a platform from which future research on this topic could be based. Research limitations/implications – First, the sample was limited to the southwestern USA. Second, in the slogan vignettes that were used, other cues were deliberately eliminated. A brand slogan essentially devoid of other cues may have been perceived as less realistic by respondents, thus reducing the relevance of their responses. However, a similar tradeoff always exists between more realistic states and controlled conditions. Practical implications – This study produces original theoretical and managerial insights about how and why several desirable branding outcomes are likely to result when vague, rather than precise, advertising slogans are deployed under certain manageable conditions. Each insight just referenced ensues from a study that itself was grounded in an extensive content analysis of contemporary print advertising slogans. This content analysis generated a substantial amount of practical and actionable insight about the treatment and use and management of slogans. This study demonstrates that the vagueness, precision and/or word count of slogans can be manipulated in ways that yield three communication outcomes that redound directly to the marketing interests of brand and advertising managers. Originality/value – The findings provide unique insight into how vagueness level of advertising slogans can be managed and how such a level can affect consumers’ perceptions.

scholarly journals Use of Mobile Advergame as Brand Communication Tool

2020 ◽  
Vol 2 (1) ◽  
Author(s):  
Azaze-Azizi Abdul Adis ◽  
Keyword(s):  
Purchase Intention ◽  
Brand Attitude ◽  
Marketing Strategies ◽  
Brand Awareness ◽  
Communication Tool ◽  
Brand Communication ◽  
Brand Recall ◽  
Marketing Tactic ◽  
Self Image ◽  
Advertising Company

The new and creative marketing strategies came into existence to attract consumers towards the brand by marketing agencies. One of these innovative marketing tools is mobile advergame which is observed as an attractive marketing tactic to enhance product awareness. The present study aims to identify the use of mobile advergame as a brand communication tool in Malaysia. A total of 366Malaysian gamers were taken into consideration as respondents of this study. A structured online based questionnaire wasdesigned for the study and self-brand congruity measurement was adopted to measure an association between consumer’s self-image and characteristics of brand’s value among gamers. The participants were asked about their experiences related to the advertisements occurred during the game. The findings revealed a positive relationship between self-brand congruity’s brand recall, brand attitude and purchase intention, entertainment brand recall, and brand attitude. As the main purpose of mobile advergame is to enhance the brand awareness; therefore, a consistency between the product and game content should be identified by the advertising company.

In-game advertising: the role of newness congruence and interactivity

2020 ◽  
Vol 24 (2) ◽  
pp. 213-230
Author(s):  
Devika Vashisht ◽  
HFO Surindar Mohan ◽  
Abhishek Chauhan
Keyword(s):  
Design Methodology ◽  
Brand Attitude ◽  
Online Media ◽  
Content Type ◽  
Cognitive Elaboration ◽  
Brand Recall ◽  
Management Students ◽  
The Impact ◽  
Practical Implications

Purpose This study aims to examine the effect of game newness and game interactivity on players’ brand recall and brand attitude using contrast effect, mind-engagement and transfer effect theories. Design/methodology/approach A 2 (newness: congruent or incongruent) × 2 (game interactivity: high or low) between-subjects measures design was conducted. A total of 224 undergraduate management students participated in the study. A 2 × 2 between-subjects measures multivariate analysis of variance was used to test the hypotheses. Findings Findings show that incongruent-newness results in higher brand recall but less favorable brand attitude. Under incongruent-newness condition, high interactivity results in higher brand recall. However, under congruent-newness condition, both high- and low-interactivity conditions result in similar brand recall. Under congruent-newness condition, high interactivity results in more favorable brand attitude, whereas under incongruent-newness condition, both high- and low-interactivity conditions result in similar brand attitude. Practical implications Developing high brand recall rates and attitudes are the prime goals of advertisers for selecting a medium to promote their brands. This experimental study adds to the knowledge of online media advertising, especially in-game advertising (IGA) as a media-strategy to advertise brands taking newness and game-interactivity factors into consideration. Originality/value From the perspectives of attention, cognitive elaboration, engagement and transportation of experience, this study adds to the literature of IGA by examining the impact of newness and game interactivity.

Sign in / Sign up

Export Citation Format

Share Document