Demographic Factors Influencing Brand Equity in Context of Advergame

Vora, Puja Rajesh; Jayswal, Mitesh

doi:10.5958/2249-7307.2018.00051.8

Cited by 1 publication

(2 citation statements)

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“…The research findings showed that independent variables (i.e. game repetition and familiarity with the brand name) significantly affect the dependent variables, namely players' brand attitude and their purchasing goals Vora and Jayswal (2018) Demographic factors influencing brand equity in the context of advergame The results showed that demographic characteristics such as age, education and occupation influence brand equity. So these factors should be taken into account when designing advertising games Wanick et al (2018) Can visual familiarity influence attitudes toward brands?…”

Section: Researcher (S) Title Key Resultsmentioning

confidence: 90%

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Identifying the success factors of advergames: a mixed-method approach

Pour¹,

Sadeghi

Yahyaei

2020

AAM

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PurposeAdvergame as a new approach in advertising has recently attracted the attention of many researchers and practitioners. Despite the growing investment, managers still do not have a comprehensive understanding of the success factors of advergames. To the authors’ knowledge, there are no studies that address success factors in advergames. The purpose of this paper is to comprehensively explore the success factors of advergames to enhance the markets' insight regarding the implementation of advergames.Design/methodology/approachThis study investigates the success factors of advergames implementation using the mixed-method approach. For this purpose, along with a literature review, some semistructured interviews with experts were conducted and the obtained data were analyzed using the thematic analysis. Then a survey was conducted to validate the extracted factors and criteria. The quantitative data were analyzed by Student t-test and factor analysis.FindingsThe results indicated that the main success factors of advergames are game design factors, brand/product-related factors, players' personality-related factors and technical factors. The rank orders of the mentioned factors and their subcriteria were identified using their respective variance.Practical implicationsIn advergame initiatives, technical issues must be considered along with game design factors, brand/product-related factors and players' personality-related factors simultaneously. The findings can assist managers to understand all aspects of advergames adaptation and assess the weaknesses and strengths of adervgame projects.Originality/valueAlthough the intersection between digital games and advertising has had a growing trend in both practical and academic contexts, there are few studies on what factors must be considered during advergames development and implementation. The main contribution of this study is to explore the important aspects of advergames success and their priorities. The findings provide a comprehensive insight on the interdisciplinary aspects of advergames.

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Section: Researcher (S) Title Key Resultsmentioning

confidence: 90%

Section: Researcher (S) Title Key Resultsmentioning

confidence: 96%