IDEAS home Printed from https://ideas.repec.org/a/aes/jetimm/v1y2020i1p54-60.html
   My bibliography  Save this article

Influence of Computer Games as an Advertising Medium on Brand Associations

Author

Listed:
  • Andrey Kostov

    (University of Economics - Varna)

Abstract

The relevance of this paper is related to both the evolving personalization and the increasing opportunities for interactivity in the entertainment and marketing industries, as well as the diminishing role of television as a source of entertainment and information. This decreasing trend is important for marketers because less viewing time equals less chance of consumer impact through ads. The object of this research are video games as a channel for advertising messages and the subject matter is their influence on the brand associations of the advertised brands. For the purposes of this study, an experiment was developed involving three groups of respondents with the following structure: The first part is a photograph of a car and participants in the experiment must select three of the eleven possible car descriptions indicated. The second part of the experiment is a video clip, different for the three groups, which contains the same message for the three groups. The third part of the experiment gathers information about brand associations created and recalled through the ad clip. Free-text and multiple-choice questions are used. The last part assesses respondents' attitudes towards computer games and advertising messages in different environments. The study aims to analyze whether the contextual link between advertising content and the medium in which it is displayed has a beneficial effect on the brand associations of the promoted product. The experiment proved that the advertising environment influences brand associations when there is a contextual connection, overall pace and emotion of the advertising message. Subsequent research on the topic can further the results by using eye tracking technology to refine the results.

Suggested Citation

  • Andrey Kostov, 2020. "Influence of Computer Games as an Advertising Medium on Brand Associations," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 54-60, August.
  • Handle: RePEc:aes:jetimm:v:1:y:2020:i:1:p:54-60
    as

    Download full text from publisher

    File URL: http://www.etimm.ase.ro/RePEc/aes/jetimm/2020/ETIMM_V01_2020_47.pdf
    Download Restriction: no
    ---><---

    More about this item

    Keywords

    brand associations; computer games; product placement.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aes:jetimm:v:1:y:2020:i:1:p:54-60. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Lucian Onisor (email available below). General contact details of provider: https://edirc.repec.org/data/aseeero.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.