IDEAS home Printed from https://ideas.repec.org/a/ibn/ijmsjn/v14y2022i2p93.html
   My bibliography  Save this article

A Cross-Cultural Comparison of Character Presence in Advergames and Its Impact on Brand Outcomes

Author

Listed:
  • Alaa Hanbazazah
  • Carlton Reeve

Abstract

This study aims to investigate the cross-cultural impact of character presence in advertising games on brand outcomes. The study was quantitative in nature and selected 500 participants through snow-ball sampling technique. The participants were Saudis and Malaysians. A questionnaire was created to collect data from the survey sample. The data collected was then analyzed using the Social Sciences Statistics Package version 23.0 (SPSS). Descriptive statistical analysis using standard deviation, mean, and frequencies were applied. Pearson Correlation was applied to identify the relation among the variables.The study found no significant correlation between brand outcome and character presence in advergaming where a significant correlation was found in culture and character presence in advergames.The study concluded that humanoid characters in advergames should be operated attentively because interesting or engaging game charcaters affect the player’s attitude in a different way depending upon the classification of the brand and its target market’s ethnic traditions and history.

Suggested Citation

  • Alaa Hanbazazah & Carlton Reeve, 2022. "A Cross-Cultural Comparison of Character Presence in Advergames and Its Impact on Brand Outcomes," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 14(2), pages 1-93, December.
    • Handle: RePEc:ibn:ijmsjn:v:14:y:2022:i:2:p:93
    as

    Download full text from publisher

    File URL: https://ccsenet.org/journal/index.php/ijms/article/download/0/0/47744/51230
    Download Restriction: no
    File URL: https://ccsenet.org/journal/index.php/ijms/article/view/0/47744
    Download Restriction: no
    ---><---

    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

    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:ibn:ijmsjn:v:14:y:2022:i:2:p:93. 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: Canadian Center of Science and Education (email available below). General contact details of provider: https://edirc.repec.org/data/cepflch.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.