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Efectos de los videojuegos en las marcas emplazadas: la transmisión de imagen a través de las emociones

Listed author(s):
  • Inés Küster Boluda

    (Universitat de València)

  • Natalia Vila López

    (Universitat de València)

  • Vicente Castillo

    (Universitat de València)

Registered author(s):

    Due to that traditional media are saturated, firms try to find new commutation alternatives. The product placement in videogames is one of them. For this, the present paper focuses in three objectives. First, to develop an emotions scale adapted to the present research. Second, to analyse the consequences of introduce a brand in a videogame. And third, to study the differences between two kind of product placement (visual and use). In this last case, diverse simulations have been done. All the implications haven been got from a quali-quantitative approach: the concept mapping. Debido a que los medios tradicionales están siendo saturados con mensajes publicitarios, las organizaciones buscan nuevos formatos de comunicación. Uno de ellos es el product placement en videojuegos. Por ello, en el presente trabajo se desarrolla con tres objetivos. Primero, desarrollar una escala de emociones adaptada al tema que ocupa esta investigación. Segundo, analizar las consecuencias de emplazar una marca en esta forma de ocio electrónico estudiando la asociación entre categorías de videojuegos, marcas y emociones. Tercero, analiza las diferencias entre dos tipos de product placement (visual y de uso) en términos de transferencia de imagen videojuego-marca. En este último caso se han simulado situaciones reales de videojuegos concretos con marcas emplazadas en los mismos (marcas que sólo se ven mientras se juega versus marcas que se usan en el juego). Todas las implicaciones se han extraído mediante la aplicación de la técnica cuali-cuantitativa el concept mapping, que permite obtener datos con soporte estadístico a partir de un análisis cualitativo.

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    Paper provided by Instituto Valenciano de Investigaciones Económicas, S.A. (Ivie) in its series Working Papers. Serie EC with number 2010-05.

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    Length: 52 pages
    Date of creation: May 2010
    Publication status: Published by Ivie
    Handle: RePEc:ivi:wpasec:2010-05
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    1. Murry, John P, Jr & Lastovicka, John L & Singh, Surendra N, 1992. " Feeling and Liking Responses to Television Programs: An Examination of Two Explanations for Media-Context Effects," Journal of Consumer Research, Oxford University Press, vol. 18(4), pages 441-451, March.
    2. Folkes, Valerie S, 1988. " Recent Attribution Research in Consumer Behavior: A Review and New Directions," Journal of Consumer Research, Oxford University Press, vol. 14(4), pages 548-565, March.
    3. Maria Teresa Balaguer-Coll & Diego Prior & Emili Tortosa-Ausina, 2010. "Devolution Dynamics of Spanish Local Government," Environment and Planning A, , vol. 42(6), pages 1476-1495, June.
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    6. Francisco Requena & Guadalupe Serrano & Joan Martín Montaner, 2009. "The effects of immigration on the productive structure of Spanish regions," Working Papers. Serie EC 2009-01, Instituto Valenciano de Investigaciones Económicas, S.A. (Ivie).
    7. Russell, Cristel Antonia, 2002. " Investigating the Effectiveness of Product Placements in Television Shows: The Role of Modality and Plot Connection Congruence on Brand Memory and Attitude," Journal of Consumer Research, Oxford University Press, vol. 29(3), pages 306-318, December.
    8. Weiner, Bernard, 2000. " Attributional Thoughts about Consumer Behavior," Journal of Consumer Research, Oxford University Press, vol. 27(3), pages 382-387, December.
    9. Richins, Marsha L, 1997. " Measuring Emotions in the Consumption Experience," Journal of Consumer Research, Oxford University Press, vol. 24(2), pages 127-146, September.
    10. Stuart, Elnora W & Shimp, Terence A & Engle, Randall W, 1987. " Classical Conditioning of Consumer Attitudes: Four Experiments in an Advertising Context," Journal of Consumer Research, Oxford University Press, vol. 14(3), pages 334-349, December.
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