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

Author

Listed:
  • Inés Küster Boluda

    (Universitat de València)

  • Natalia Vila López

    (Universitat de València)

  • Vicente Castillo

    (Universitat de València)

Abstract

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.

Suggested Citation

  • Inés Küster Boluda & Natalia Vila López & Vicente Castillo, 2010. "Efectos de los videojuegos en las marcas emplazadas: la transmisión de imagen a través de las emociones," Working Papers. Serie EC 2010-05, Instituto Valenciano de Investigaciones Económicas, S.A. (Ivie).
  • Handle: RePEc:ivi:wpasec:2010-05
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    File URL: http://www.ivie.es/downloads/docs/wpasec/wpasec-2010-05.pdf
    File Function: Fisrt version / Primera version, 2010
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    References listed on IDEAS

    as
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    More about this item

    Keywords

    product placement; emociones; videojuegos; concept mapping. product placement; emotions; videogames; concept mapping;

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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