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Analysing mobile advergaming effectiveness: the role of flow, game repetition and brand familiarity
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| Zeitschriftentitel: | Journal of Product & Brand Management |
|---|---|
| Personen und Körperschaften: | , , |
| In: | Journal of Product & Brand Management, 28, 2019, 4, S. 502-514 |
| Format: | E-Article |
| Sprache: | Englisch |
| veröffentlicht: |
Emerald
|
| Schlagwörter: |
| author_facet |
Catalán, Sara Martínez, Eva Wallace, Elaine Catalán, Sara Martínez, Eva Wallace, Elaine |
|---|---|
| author |
Catalán, Sara Martínez, Eva Wallace, Elaine |
| spellingShingle |
Catalán, Sara Martínez, Eva Wallace, Elaine Journal of Product & Brand Management Analysing mobile advergaming effectiveness: the role of flow, game repetition and brand familiarity Management of Technology and Innovation Marketing |
| author_sort |
catalán, sara |
| spelling |
Catalán, Sara Martínez, Eva Wallace, Elaine 1061-0421 Emerald Management of Technology and Innovation Marketing http://dx.doi.org/10.1108/jpbm-07-2018-1929 <jats:sec><jats:title content-type="abstract-subheading">Purpose</jats:title><jats:p>This paper aims to explain the effect of flow, game repetition and brand familiarity on players’ brand attitude and purchase intention in the context of mobile advergaming.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Design/methodology/approach</jats:title><jats:p>Data from 227 participants who played a mobile advergame were analysed. Structural equation modelling with partial least squares was used to test the research model.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Findings</jats:title><jats:p>The results reveal that the independent variables (i.e. game repetition and brand familiarity) significantly influence the dependent variables explored in this study (i.e. brand attitude and purchase intentions of players). Results also show that brand familiarity influences players’ flow experience, which in turn significantly affects players’ purchase intentions.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Research limitations/implications</jats:title><jats:p>The findings of this study are important for advertising practitioners and advergames’ developers as understanding the determinants of mobile advergaming effectiveness is crucial for designing successful advergames that persuade players the most.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Originality/value</jats:title><jats:p>This study contributes to the literature in two ways. First, it provides new insights into the effectiveness of mobile advergames, which is an under-researched area. Second, it offers empirical evidence of the effects of game repetition, flow and brand familiarity on mobile advergaming effectiveness.</jats:p></jats:sec> Analysing mobile advergaming effectiveness: the role of flow, game repetition and brand familiarity Journal of Product & Brand Management |
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Emerald, 2019 |
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| title |
Analysing mobile advergaming effectiveness: the role of flow, game repetition and brand familiarity |
| title_unstemmed |
Analysing mobile advergaming effectiveness: the role of flow, game repetition and brand familiarity |
| title_full |
Analysing mobile advergaming effectiveness: the role of flow, game repetition and brand familiarity |
| title_fullStr |
Analysing mobile advergaming effectiveness: the role of flow, game repetition and brand familiarity |
| title_full_unstemmed |
Analysing mobile advergaming effectiveness: the role of flow, game repetition and brand familiarity |
| title_short |
Analysing mobile advergaming effectiveness: the role of flow, game repetition and brand familiarity |
| title_sort |
analysing mobile advergaming effectiveness: the role of flow, game repetition and brand familiarity |
| topic |
Management of Technology and Innovation Marketing |
| url |
http://dx.doi.org/10.1108/jpbm-07-2018-1929 |
| publishDate |
2019 |
| physical |
502-514 |
| description |
<jats:sec><jats:title content-type="abstract-subheading">Purpose</jats:title><jats:p>This paper aims to explain the effect of flow, game repetition and brand familiarity on players’ brand attitude and purchase intention in the context of mobile advergaming.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Design/methodology/approach</jats:title><jats:p>Data from 227 participants who played a mobile advergame were analysed. Structural equation modelling with partial least squares was used to test the research model.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Findings</jats:title><jats:p>The results reveal that the independent variables (i.e. game repetition and brand familiarity) significantly influence the dependent variables explored in this study (i.e. brand attitude and purchase intentions of players). Results also show that brand familiarity influences players’ flow experience, which in turn significantly affects players’ purchase intentions.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Research limitations/implications</jats:title><jats:p>The findings of this study are important for advertising practitioners and advergames’ developers as understanding the determinants of mobile advergaming effectiveness is crucial for designing successful advergames that persuade players the most.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Originality/value</jats:title><jats:p>This study contributes to the literature in two ways. First, it provides new insights into the effectiveness of mobile advergames, which is an under-researched area. Second, it offers empirical evidence of the effects of game repetition, flow and brand familiarity on mobile advergaming effectiveness.</jats:p></jats:sec> |
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| author | Catalán, Sara, Martínez, Eva, Wallace, Elaine |
| author_facet | Catalán, Sara, Martínez, Eva, Wallace, Elaine, Catalán, Sara, Martínez, Eva, Wallace, Elaine |
| author_sort | catalán, sara |
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| description | <jats:sec><jats:title content-type="abstract-subheading">Purpose</jats:title><jats:p>This paper aims to explain the effect of flow, game repetition and brand familiarity on players’ brand attitude and purchase intention in the context of mobile advergaming.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Design/methodology/approach</jats:title><jats:p>Data from 227 participants who played a mobile advergame were analysed. Structural equation modelling with partial least squares was used to test the research model.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Findings</jats:title><jats:p>The results reveal that the independent variables (i.e. game repetition and brand familiarity) significantly influence the dependent variables explored in this study (i.e. brand attitude and purchase intentions of players). Results also show that brand familiarity influences players’ flow experience, which in turn significantly affects players’ purchase intentions.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Research limitations/implications</jats:title><jats:p>The findings of this study are important for advertising practitioners and advergames’ developers as understanding the determinants of mobile advergaming effectiveness is crucial for designing successful advergames that persuade players the most.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Originality/value</jats:title><jats:p>This study contributes to the literature in two ways. First, it provides new insights into the effectiveness of mobile advergames, which is an under-researched area. Second, it offers empirical evidence of the effects of game repetition, flow and brand familiarity on mobile advergaming effectiveness.</jats:p></jats:sec> |
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| institution | FID-MEDIEN-DE-15, DE-Pl11, DE-Rs1, DE-105, DE-14, DE-Ch1, DE-L229, DE-D275, DE-Bn3, DE-Brt1, DE-D161, DE-Gla1, DE-Zi4, DE-15 |
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| spelling | Catalán, Sara Martínez, Eva Wallace, Elaine 1061-0421 Emerald Management of Technology and Innovation Marketing http://dx.doi.org/10.1108/jpbm-07-2018-1929 <jats:sec><jats:title content-type="abstract-subheading">Purpose</jats:title><jats:p>This paper aims to explain the effect of flow, game repetition and brand familiarity on players’ brand attitude and purchase intention in the context of mobile advergaming.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Design/methodology/approach</jats:title><jats:p>Data from 227 participants who played a mobile advergame were analysed. Structural equation modelling with partial least squares was used to test the research model.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Findings</jats:title><jats:p>The results reveal that the independent variables (i.e. game repetition and brand familiarity) significantly influence the dependent variables explored in this study (i.e. brand attitude and purchase intentions of players). Results also show that brand familiarity influences players’ flow experience, which in turn significantly affects players’ purchase intentions.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Research limitations/implications</jats:title><jats:p>The findings of this study are important for advertising practitioners and advergames’ developers as understanding the determinants of mobile advergaming effectiveness is crucial for designing successful advergames that persuade players the most.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Originality/value</jats:title><jats:p>This study contributes to the literature in two ways. First, it provides new insights into the effectiveness of mobile advergames, which is an under-researched area. Second, it offers empirical evidence of the effects of game repetition, flow and brand familiarity on mobile advergaming effectiveness.</jats:p></jats:sec> Analysing mobile advergaming effectiveness: the role of flow, game repetition and brand familiarity Journal of Product & Brand Management |
| spellingShingle | Catalán, Sara, Martínez, Eva, Wallace, Elaine, Journal of Product & Brand Management, Analysing mobile advergaming effectiveness: the role of flow, game repetition and brand familiarity, Management of Technology and Innovation, Marketing |
| title | Analysing mobile advergaming effectiveness: the role of flow, game repetition and brand familiarity |
| title_full | Analysing mobile advergaming effectiveness: the role of flow, game repetition and brand familiarity |
| title_fullStr | Analysing mobile advergaming effectiveness: the role of flow, game repetition and brand familiarity |
| title_full_unstemmed | Analysing mobile advergaming effectiveness: the role of flow, game repetition and brand familiarity |
| title_short | Analysing mobile advergaming effectiveness: the role of flow, game repetition and brand familiarity |
| title_sort | analysing mobile advergaming effectiveness: the role of flow, game repetition and brand familiarity |
| title_unstemmed | Analysing mobile advergaming effectiveness: the role of flow, game repetition and brand familiarity |
| topic | Management of Technology and Innovation, Marketing |
| url | http://dx.doi.org/10.1108/jpbm-07-2018-1929 |