Does game rules work as a game changer? Analyzing the effect of rule orientation on brand attention and memory in advergames

Sreejesh, S.; Anusree, M. R.; Ponnam, Abhilash

doi:10.1016/j.chb.2017.12.034

Cited by 23 publications

(16 citation statements)

References 56 publications

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“…In addition, as Martí-Parreño et al (2017) note, college students are one of the most important groups of video game players. Therefore, student samples are appropriate for video game research and are frequently used in advergame research (e.g., Ham et al, 2016;Lee and Cho, 2017;Sreejesh et al, 2018;Steffen et al, 2013;Tuten and Ashley, 2016;Vashisht and Royne, 2016). Therefore, the use of a student sample is appropriate for this study.…”

Section: Procedures and Samplementioning

confidence: 99%

Analysing mobile advergaming effectiveness: the role of flow, game repetition and brand familiarity

Catalán

Martínez

Wallace

2019

JPBM

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Purpose This paper aims to explain the effect of flow, game repetition and brand familiarity on players’ brand attitude and purchase intention in the context of mobile advergaming. Design/methodology/approach Data from 227 participants who played a mobile advergame were analysed. Structural equation modelling with partial least squares was used to test the research model. Findings The results reveal that the independent variables (i.e. game repetition and brand familiarity) significantly influence the dependent variables explored in this study (i.e. brand attitude and purchase intentions of players). Results also show that brand familiarity influences players’ flow experience, which in turn significantly affects players’ purchase intentions. Research limitations/implications The findings of this study are important for advertising practitioners and advergames’ developers as understanding the determinants of mobile advergaming effectiveness is crucial for designing successful advergames that persuade players the most. Originality/value This study contributes to the literature in two ways. First, it provides new insights into the effectiveness of mobile advergames, which is an under-researched area. Second, it offers empirical evidence of the effects of game repetition, flow and brand familiarity on mobile advergaming effectiveness.

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Section: Procedures and Samplementioning

confidence: 99%

Analysing mobile advergaming effectiveness: the role of flow, game repetition and brand familiarity

Catalán

Martínez

Wallace

2019

JPBM

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“…The formal study begins after the exploration ends. Experimental designs are found suitable to study game-based congruity (Lee, Yang, & Hung, 2017; Sreejesh, Anusree, & Ponnam, 2018). Pre-experimental research design is used in which one shot case study method is applied.…”

Section: Methodsmentioning

confidence: 99%

Impact of Brand Association on Brand Equity with Specific Focus on Advergames in India

Jayswal

Vora

2019

Journal of Creative Communications

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The objective of this article is to study the relationship between brand equity and brand association in the context of advergames in India. Brand association is considered as an independent variable, and its impact on brand equity is investigated. This article includes an initial survey of youngsters of Gujarat state under an experimental research design. The data is analysed using factor analysis, MANOVA and multiple regression. Two factors extracted from the brand association, namely ‘specific attributes’ and ‘intangible attributes’, are found to be significantly impacting brand equity. Out of the two, ‘specific attributes’ explain higher variation compared to ‘intangible attributes’. The findings have practical implications for both academicians and practitioners. Although the findings are restricted to the FMCG sector, they can be somewhat generalized. They can act as a foundation for further research. They can also provide guidelines to the practitioners.

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“…Whilst not in the domain of serious games, the marketing literature on advergaming also provides support for the enhancement of knowledge. Advergaming research has evidenced that games can increase a player's cognitive ability to recall brands (Hwang et al, 2017; Martí‐Parreño et al, 2017; Sreejesh et al, 2018; Vashisht & Royne, 2016). For example, a study by Vashisht and Royne (2016) demonstrates that the speed of an advergame and the prominence of brand placements impact brand recall, finding that individuals with high persuasion knowledge report higher brand recall in a low‐speed advergame.…”

Section: Conceptual Model and Hypothesis Developmentmentioning

confidence: 99%

Reward‐based or meaningful gaming? A field study on game mechanics and serious games for sustainability

Whittaker

Russell‐Bennett

Mulcahy

2021

Psychology and Marketing

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Despite investigating digital gaming for commercial purposes, less scholarly attention exists on digital gaming for societal purposes such as sustainability (“serious games”). The current study investigates whether a serious game can enhance sustainability marketing outcomes, including knowledge, value‐in‐behavior, and behavioral intentions longitudinally (pre‐gameplay to post‐gameplay). Further, the study seeks to understand the influence of reward‐based and meaningful game mechanics on these sustainability marketing outcomes. We recruited 387 participants for a week‐long field study using a serious game which encourages household energy conservation. The findings show that the serious game significantly increased sustainability knowledge, value‐in‐behavior, and sustainable behavioral intention after one week. Reward‐based game mechanics (badges and trophies) significantly influenced sustainability knowledge and indirectly influenced value‐in‐behavior via sustainability knowledge, whereas reward‐based (points) and meaningful (educational messages) game mechanics had little impact. The results empirically support the conceptual model theorization—underpinned by a “do–learn–feel” behavioral learning approach—which possessed superior fit to a “do–feel–learn” rival model. This study provides novel insights regarding eliciting value‐in‐behavior longitudinally within serious games. Our multidimensional approach to assessing reward‐based game mechanics extends prior studies and suggests that higher‐tier rewards are more influential than lower‐tiered rewards to achieve sustainability marketing outcomes. We further demonstrate that reward‐based game mechanics outperform meaningful game mechanics at influencing desired outcomes, challenging existing gaming literature.

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Does game rules work as a game changer? Analyzing the effect of rule orientation on brand attention and memory in advergames

Cited by 23 publications

References 56 publications

Analysing mobile advergaming effectiveness: the role of flow, game repetition and brand familiarity

Analysing mobile advergaming effectiveness: the role of flow, game repetition and brand familiarity

Impact of Brand Association on Brand Equity with Specific Focus on Advergames in India

Reward‐based or meaningful gaming? A field study on game mechanics and serious games for sustainability

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