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EMAC 2019 Annual Conference


« WHEN RAMON TAFRAISE CRUSHES THE DOODLER! »: THE IMPACT OF BRAND PROMINENCE ON THE EFFECTIVENESS OF AN ADVERGAME BEFORE PLAYING
(A2019-10214)

Published: May 28, 2019

AUTHORS

Amélie Joassard, Centre de Recherche Magellan/Université Jean Moulin Lyon 3/IAE Lyon; Sonia CAPELLI, University Lyon3, IAE lyon, Magellan, Lyon

KEYWORDS

advergames; congruence; prominence

ABSTRACT

This study focuses on the effects of game-brand congruence and brand prominence within an advergame before playing. A 2 (congruence) x 2 (prominence) between-subject experiment shows that when the game and the brand are congruent, attitude toward the game and intention to download the game are improved when the brand is prominent. No effect of brand prominence is found in the incongruent condition. To activate the promotional goal of an advergame, these findings suggest to advergame designers to choose games related to their brand and to make the brand central into the gameplay.