What is in a game? The impact of advergame design and reward elements on gamers' brand patronage

Abstract

PurposeThis research investigates how advergame design elements (fantasy vs realistic advergame experiences) may impact players' brand patronage (BP), under the influence of mediators (hot and cold brand relationship quality [BRQ]) and moderators (advergame reward system and brand personality).Design/methodology/approachThis research comprises of a survey (study 1) and a lab experiment (study 2).FindingsStudy 1 shows that fantasy (reality) based advergame experience leads to brand patronage through strong mediation of hot (cold) BRQ and weak mediation of cold (hot) BRQ. Introducing a utilitarian (hedonic) advergame reward system positively moderates the effect of fantasy (reality) based advergame experience on cold (hot) BRQ. Study 2 shows that an advergame that elicits fantasy (realistic) experience and offers hedonic (utilitarian) rewards for a brand having affective (vs cognitive) brand personality strongly impacts hot (cold) BRQ.Originality/valueThis research is an effort to understand how gamification as leisure information systems may be used to create gamers' advergame experiences that elicit BP by strategically designing advergame reward systems specific to brand personality types.