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Il gioco delle parti: la relazione marca-consumatore nel contesto del gaming

Author

Listed:
  • Silvia Biraghi
  • Rossella C. Gambetti

Abstract

L?avvento della "gamification" ha messo in luce il potenziale dei brand game quale importante snodo di iniziative di content marketing volto a costruire una relazione marca-consumatore significativa. Questo studio interpretativo, condotto attraverso un?analisi narrativo-semiotica di un campione internazionale di brand game, si propone di mappare, tipizzare e interpretare il significato relazionale delle diverse tipologie di brand game attualmente progettate nella comunicazione di marca. I risultati evidenziano i brand game come contesti che sembrano contribuire alla costruzione della relazione marca-consumatore come un legame interpersonale connotato da differenti livelli di impegno cognitivo e affettivo.

Suggested Citation

  • Silvia Biraghi & Rossella C. Gambetti, 2015. "Il gioco delle parti: la relazione marca-consumatore nel contesto del gaming," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2015(1), pages 97-120.
    • Handle: RePEc:fan:mcmcmc:v:html10.3280/mc2015-001006
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    References listed on IDEAS

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