Factors contributing brand attitude in advergames: Entertainment and irritation

The main contribution of this article is to offer new insights into the antecedents of brand attitude in an advergaming context, focusing on entertainment and irritation as its main drivers. Also, the indirect effect of intrusiveness and congruence on brand attitude is analyzed. A structured questio...

Full description

Saved in:
Bibliographic Details
Published inThe journal of brand management Vol. 20; no. 5; pp. 374 - 388
Main Authors Martí-Parreño, José, Aldás-Manzano, Joaquín, Currás-Pérez, Rafael, Sánchez-García, Isabel
Format Journal Article
LanguageEnglish
Published London Palgrave Macmillan UK 01.04.2013
Palgrave Macmillan
Subjects
Advertising
Attitudes
Brands
Business and Management
Communication
Computer & video games
Consumer behavior
Consumers
Logos
Management
Marketing
Original Article
Product placement
Studies
incongruence
advergaming
brand attitude
intrusiveness
entertainment
irritation
Online AccessGet full text

Cover

More Information
Summary:The main contribution of this article is to offer new insights into the antecedents of brand attitude in an advergaming context, focusing on entertainment and irritation as its main drivers. Also, the indirect effect of intrusiveness and congruence on brand attitude is analyzed. A structured questionnaire was completed by a sample of 100 undergraduate and postgraduate students after playing to a real casual advergame. The results show that entertainment is the main driver of brand attitude although irritation also exerts a significant effect on brand attitude due to perceived intrusiveness that, in turn, is determined by incongruence. The study provides useful managerial implications for companies aiming to use advergaming as a communication tool. Special attention must be devoted to designing entertaining advergames and such entertainment should be monitored periodically because it can change over time.
ISSN:1350-231X
1479-1803
DOI:10.1057/bm.2012.22