Effects of Brand Congruity and Game Difficulty on Gamers’ Response to Advertising in Sport Video Games

Hwang, Yongjin; Ballouli, Khalid; So, Kevin Kam Fung; Heere, Bob

doi:10.1123/jsm.2017-0022

Cited by 18 publications

(22 citation statements)

References 54 publications

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“…If the product does not satisfy the customer's needs, they will think that the brand is inferior in performance, and this could lead to decreased brand recognition. From a perspective inside the brand, research shows that brand congruity significantly influences brand recognition [15]. From a perspective outside the brand, the attractiveness of competing products also plays an important role in pulling a customer's behavior, competing with push factors [16].…”

Section: Research Hypothesesmentioning

confidence: 99%

Identifying Factors Preventing Sustainable Brand Loyalty among Consumers: A Mixed Methods Approach

Zhang

Ding

et al. 2018

Sustainability

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Consumers' brand-switching behavior, or the non-sustainability of consumer loyalty to a brand, brings huge losses to affected companies. Thus, the investigation of factors behind consumers' brand-switching is very important. The study analyzes the mechanism and configuration of brand-switching intention in order to provide guidelines for increasing brand competitiveness. Using empirical analysis (SEM) and qualitative comparative analysis (fsQCA), this study elucidates the motives and mechanisms in operation when customers decide whether to stay with a particular brand or switch to an alternative. The data was collected in August 2017. The results of SEM showed that the attractiveness of an alternate brand had a negative influence on current brand image recognition and brand value recognition, which could produce negative emotions that then lead to a brand-switching intention. The fsQCA uncovered six combinations or configurations of variables that could lead to brand-switching. This study has both theoretical and practical outcomes for competitive branding.Sustainability 2018, 10, 4685 2 of 13 for brand conversion intentions; however, most research has directly addressed the factors influencing brand-switching [4][5][6] rather than systematically analyzing the internal influencing mechanism and effective formation path of brand conversion intentions. To fill these gaps, our study utilized cognition theory in order to explore the mechanisms and configurations of brand-switching intention. Alternative attractiveness, negative brand image recognition, negative brand value recognition, negative brand emotion and website anxiety were included in this study in order to determine their mutual effects on the decision to stay with a particular brand or to switch to a new one.This paper is organized into specific sections. Following the introduction in Section 1, the theoretical background is discussed and a literature review is presented in Section 2; the research model and hypotheses are also considered. In Section 3, the research methodology, including measurement and data collection, is described, and in Section 4 the data is analyzed. Section 5 includes discussion and interpretation of the results, and the conclusions are summarized, offering some theoretical and practical implications. Lastly, this study considers the limitations and raises the prospect of future studies in Section 6.

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Section: Research Hypothesesmentioning

confidence: 99%

Identifying Factors Preventing Sustainable Brand Loyalty among Consumers: A Mixed Methods Approach

Zhang

Ding

et al. 2018

Sustainability

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“…They found greater recognition of prominently featured brands (33%) than subtle ones (9%). This would indicate that the player's attention tends to be on the center of the game scene, and by placing a brand in this focal point the player is able to integrate the brand into their gaming experience, that is, into the main task, and as such would devote more processing resources to the brand [25]. In fact, this coincides with the spotlight model of attention, which likens the focus of attention to a spotlight.…”

Section: Brand Placement Position and Memorymentioning

confidence: 81%

“…The most relevant part of this model is memorization of the BP. This paper investigates the role of the three main design variables of the BP that could influence its recall and recognition: placement in the scene [23,24], the familiarity of the positioned brands [25,26], and its congruence with the videogame [24,27].…”

Section: Conceptual Framework and Literature Reviewmentioning

confidence: 99%

“…Purchase decisions by consumers are influenced by the familiarity they have with the brand [38]. Furthermore, previous research has also indicated that, when they are familiar, it appears that much more information is stored in the memory than with unknown brands, making it possible to retrieve from the memory and use when making a decision [25,26,39]. In regard to familiarity, the majority of the research has used subtle positions to present brands, generally resulting in greater recall of familiar brands than unfamiliar ones.…”

Section: Brand Placement Familiarity and Memorymentioning

confidence: 99%

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Proximity, Familiarity or Congruency? What Influences Memory of Brand Placement in Videogames

Aliagas

Privado²,

Merino

2021

JTAER

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Brand placement in videogames consists in integrating various brands that are not intrusive to give a feeling of reality to the context, as such increasing awareness and recognition of the brand in the mind of the consumer. The goal of this study is to ascertain if brand position, familiarity and congruency influence memorization of brands presented in a racing videogame. An experimental design 2 (position: prominent or subtle) × 2 (congruency: yes or no) × 2 (familiar: yes or no) was used in a sample of 117 participants (M = 20.91 years, SD = 1.75 years). Consumers have better recall and recognition of brand placement when it is familiar. Likewise, there is more memorization of placement that is congruent with the videogame’s subject matter. Nevertheless, it appears that position has no influence on memory. Regarding the three-way interaction, it turns out that the best way to remember brands is when they are familiar to the consumers, congruent with the videogame’s genre, and they are positioned in a prominent position. This article is the first to investigate the interaction between the three main variables that affect the memorization of brand placement.

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“…Although regarded as a youthful pastime, in the US, video game play is also common among adults (ages 30–49), with boys and young men predominating in both the younger and older player age groups [2, 3]. Since it first appeared in 1978 [4], advertising in video games has become common [5], likely due video games’ popularity among youth and adults, key target markets [6], and to advertising’s potential impact: in-game exposure to brands is memorable [7] and creates positive brand associations [8]. Many consumer product companies have embraced the concept, including Budweiser [9], Coca-Cola, and Subway [10].…”

Section: Introductionmentioning

confidence: 99%

Exploiting the “video game craze”: A case study of the tobacco industry’s use of video games as a marketing tool

McDaniel

Forsyth

2019

PLoS ONE

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Background Video games have grown in popularity since the 1970s, and tobacco imagery is present in a substantial subset of games, including those oriented to youth. Much like exposure to tobacco content in films, exposure to tobacco content in video games may influence smoking uptake and use; however, the tobacco industry’s role in facilitating or promoting the use of tobacco imagery in video games is unclear. We explored the industry’s interest in and use of video games to market their products to youth and young adults. Methods We retrieved and analyzed archival tobacco industry documents. We supplemented information from the documents with current and archived versions of several brand and corporate websites and one website containing user-supplied information on video games. Results Tobacco companies recognized the youth appeal and marketing potential of video games as early as 1980. Initial marketing ideas included incorporating video game themes into product packaging and design. More fully realized plans focused on incorporating video games into product promotions in bars, as a high visibility way to attract younger patrons and increase long-term marketing opportunities by generating names for tobacco company direct-marketing databases. Tobacco companies also incorporated video games into in-home product promotions, primarily as components of brand websites, in order to enhance brand image and generate repeat website traffic. A similar desire to attract and keep visitors led to discussions about the inclusion of video games on corporate youth smoking prevention websites, although only one company, Lorillard, followed through. Conclusions Video game players are an attractive target market for tobacco companies. Video games, as used by these companies, facilitate consumer engagement with particular tobacco brands or particular corporate messages. Eliminating the use of video games as a promotional vehicle may require limiting tobacco marketing in both physical and online environments.

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Effects of Brand Congruity and Game Difficulty on Gamers’ Response to Advertising in Sport Video Games

Cited by 18 publications

References 54 publications

Identifying Factors Preventing Sustainable Brand Loyalty among Consumers: A Mixed Methods Approach

Identifying Factors Preventing Sustainable Brand Loyalty among Consumers: A Mixed Methods Approach

Proximity, Familiarity or Congruency? What Influences Memory of Brand Placement in Videogames

Exploiting the “video game craze”: A case study of the tobacco industry’s use of video games as a marketing tool

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