Preferencje help
Widoczny [Schowaj] Abstrakt
Liczba wyników
2019 | t. 20, z. 6, cz. 2 Zmiany w myśleniu marketingowym | 155--169
Tytuł artykułu

Reception of Brand Placement in Computer Games - Literature Review

Treść / Zawartość
Warianty tytułu
Języki publikacji
Following the rapid spread of the internet in the last two decades, the use of computer games in the process of brand building has developed considerably. Brand placement in computer games is not new. In the 80s brands such as Budweiser or Marlboro could have been encountered in games Tapper and Pole Position. Nevertheless, growing ranks of teenagers as well as adults turned computer games into meaningful marketing tool. The primary aim of this paper is to describe the impact of brand placement on audiences, especially their psychological and behavioral responses. According to the literature, brand featured inside the game environment can improve brand recall and brand recognition, change players' belief about the brand and make them more inclined to buy or recommend the product stamped with the mark of referring brand. In addition, the article identifies some factors that influence reception of brand placement in computer games, such as brand prominence of product and brand congruity. The paper is based on literature review and chosen scientific publications. (original abstract)
Słowa kluczowe
  • Uniwersytet Ekonomiczny w Katowicach
  • Barnes S., Mattsson J. (2008), Brand value in virtual worlds: an axiological approach, "Journal of Electronic Commerce Research", No. 9(3).
  • Barreda A.A., Bilgihan A., Nusair K., Okumus F. (2015), Generating brand awareness in online social networks, "Computers in human behavior", No. 50, pp. 600-609.
  • Bélisle J.F., Bodur H.O. (2010), Avatars as information: Perception of consumers based on their avatars in virtual worlds, "Psychology & Marketing", No. 27(8), pp. 741-765.
  • Berger M., Jucker A.H., Locher M.A. (2016), Interaction and space in the virtual world of Second Life, "Journal of Pragmatics", No. 101, 83-100.
  • Cauberghe V., De Pelsmacker P. (2010), Advergames. The impact of brand prominence and game repetition on brand responses, "Journal of Advertising", Vol. 39, No. 1, pp. 5-18.
  • Charlton K.G. (2018), Keeping It Real: Applying Realistic Periods of Gameplay to the Study of Recall and Recognition of In-Game Advertising in a Console Video Game, "Advances in Advertising Research", No. IX, pp. 101-113.
  • Czakon W. (2011), Metodyka systematycznego przeglądu literatury, "Przegląd Organizacji", No. 3, pp. 57-61.
  • Dias M., Agante L. (2011), Can advergames boost children's healthier eating habits? A comparison between healthy and non-healthy food, "Journal of Consumer Behaviour", No. 10(3), pp. 152-160.
  • Gabisch J.A. (2011), Virtual world brand experience and its impact on real world purchasing behaviour, "Journal of Brand Management", No. 19(1), pp. 18-32.
  • Guennemann F., Cho Y.C. (2014), The effectiveness of product placement by media types: Impact of image and intention to purchase, "Journal of Service Science", No. 7(1), p. 29.
  • Herrewijn L., Poels K. (2015), The impact of social setting on the recall and recognition of in-game advertising, "Computers in Human Behavior", No. 53, pp. 544-555.
  • Hofman-Kohlmeyer M. (2017), Komunikacja marketingowa w grach komputerowych-współczesne kierunki badan, "Studia Ekonomiczne", No. 328, pp. 70-82.
  • Hofman-Kohlmeyer M. (2018a), Atrakcyjność wirtualnego świata Second Life jako narzędzia rekrutacji pracowników, "Human Resource Management/Zarzadzanie Zasobami Ludzkimi", No. 124(5).
  • Hofman-Kohlmeyer M. (2018b), Forms of Promotion in Computer Games. An Example of Second Life, "Zeszyty Naukowe Wyższej Szkoły Humanitas. Zarządzanie", No. 1, pp. 243-258.
  • Hofman-Kohlmeyer M., Mitręga M. (2018), Stopień widoczności produktu oraz zgodności produktu z wątkiem gry a skuteczność lokowania marek w grach komputerowych, "Przedsiębiorczość i Zarządzanie", Vol. XIX, No. 5, pp. 137-148.
  • Hwang Y., Ballouli K., So K., Heere B. (2017), Effects of Brand Congruity and Game Difficulty on Gamers' Response to Advertising in Sport Video Games, "Journal of Sport Management", No. 31(5), pp. 480-496.
  • Kall J., Kłeczek R., Sagan A. (2006), Zarządzanie marką, Oficyna Ekonomiczna, Kraków.
  • Keller L.K., Lehmann D.R. (2006), Brands and branding: research findings and future priorities, "Marketing Science", Vol. 25. No. 6, pp. 740-759.
  • Keller L.K. (2008), Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 3rd ed., Prentice Hall, Englewood Cliffs, NJ.
  • Kobylińska U., Szamborski M. (2018), Działania public relations w branży gier komputerowych a decyzje zakupowe konsumentów, "Akademia Zarządzania", No. 2(1).
  • Koles B., Nagy P. (2012), Virtual customers behind avatars: The relationship between virtual identity and virtual consumption in second life, "Journal of theoretical and applied electronic commerce research", No. 7(2).
  • Kolny B., Kucia M., Stolecka A. (2011), Produkty i marki w opinii e-konsumentów, Wydawnictwo Helion, Gliwice.
  • Kruger H., Boshoff C. (2015), The influence of trademark dilution on brand attitude: An empirical investigation. Management Dynamics, "Journal of the Southern African Institute for Management Scientists", No. 24(4), pp. 50-72.
  • Lee M., Faber R.J. (2007), Effects of product placement in on-line games on brand memory: A perspective of the limited-capacity model of attention, "Journal of Advertising", No. 36(4), pp. 75-90.
  • MacKenzie K., Buckby S., Irvine H. (2013), Business research in virtual worlds: possibilities and practicalities, "Accounting, Auditing & Accountability Journal", No. 26(3), pp. 352-373.
  • Martí-Parreño J., Aldás-Manzano J., Currás-Pérez R., Sánchez-García I. (2013), Factors contributing brand attitude in advergames: Entertainment and irritation, "Journal of Brand Management", No. 20(5), pp. 374-388.
  • Martí-Parreño J., Bermejo-Berros J., Aldás-Manzano J. (2017), Product Placement in Video Games: The Effect of Brand Familiarity and Repetition on Consumers' Memory, "Journal of Interactive Marketing", No. 38.
  • Mitręga M. (2013), Advergaming jako rozwijająca się forma komunikacji marketingowej, "Studia Ekonomiczne", No. 140, pp. 133-143.
  • Mitręga M., Hofman-Kohlmeyer M. (2017), Komunikacja marketingowa w grach komputerowych-przyrost wiedzy, kierunki badan, "Marketing i Rynek", No. 12 (CD), pp. 83-90.
  • Peng Y., Ke D. (2015), Consumer trust in 3D virtual worlds and its impact on real world purchase intention, "Nankai Business Review International", No. 6(4), pp. 381-400.
  • Peters S., Leshner G. (2013), Get in the game: The effects of game-product congruity and product placement proximity on game players' processing of brands embedded in advergames, "Journal of Advertising", No. 42(2/3), pp. 113-130.
  • Ramanathan J., Purani K. (2014), Brand extension evaluation: real world and virtual world, "Journal of Product & Brand Management", No. 23(7), 504-515.
  • Rosado R., Agante L. (2011), Eficacia Dos Jogos Publicitarios Para Potenciar a Notoriedade, referencia E Imagem Da Marca Nas Criancas, "Revista Portuguesa de Marketing", No. 14(27), p. 34.
  • Rossiter J.R. (2014), Branding'explained: Defining and measuring brand awareness and brand attitude, "Journal of Brand Management", No. 21(7-8), pp. 533-540.
  • Rozendaal E., Slot N., van Reijmersdal E.A., Buijzen M. (2013), Children's responses to advertising in social games, "Journal of Advertising", No. 42(2/3), pp. 142-154.
  • Sasmita J., Mohd Suki N. (2015), Young consumers' insights on brand equity: Effects of brand association, brand loyalty, brand awareness, and brand image, "International Journal of Retail & Distribution Management", No. 43(3), pp. 276-292.
  • Sharma G., Qiang Y., Wenjun S., Qi L. (2013), Communication in virtual world: Second life and business opportunities, "Information Systems Frontiers", No. 15(4), pp. 677-694.
  • Shuv-Ami A. (2016), A new market brand equity model (MBE), "EuroMed Journal of Business", No. 11(3), pp. 322-346.
  • Terlutter R., Capella M.L. (2013), The gamification of advertising: analysis and research directions of in-game advertising, advergames, and advertising in social network games, "Journal of Advertising", No. 42(2/3), pp. 95-112.
  • Tkaczyk J. (2009), Formy reklamowe w grach komputerowych, "Innowacje w marketingu", No. 5. Toh C.Y., Leng H.K. (2014), Demographic differences in recall and recognition rates of in-game advertisements, "Journal of Direct, Data and Digital Marketing Practice", No. 15(3), pp. 187-196.
  • Turner J., Scheller-Wolf A., Tayur S. (2011), OR PRACTICE-Scheduling of Dynamic In-Game Advertising, "Operations research", No. 59(1), pp. 1-16.
  • van Reijmersdal E.A. (2015), Disclosing brand placements in movies, "Journal of Media Psychology", No. 4.
  • Vashisht D., Sreejesh S. (2015), Impact of game speed and persuasion knowledge on brand recall and brand attitude, Twelfth AIMS international conference on management, pp. 231-234.
  • Vashisht D., Chauhan A. (2017), Effect of game-interactivity and congruence on presence and brand attitude, "Marketing Intelligence & Planning", No. 35(6), pp. 789-804.
  • Waiguny M., Nelson M.R., Terlutter R. (2010), Persuading playfully? The effects of persuasion knowledge and positive affect on children's attitudes, brand beliefs and behaviors, "Journal of Marketing Communications", No. 18, pp. 67-70.
  • Waiguny M.K., Nelson M.R., Marko B. (2013), How advergame content influences explicit and implicite brand attitudes: When violence spills over, "Journal of Advertising", No. 42(2/3), pp. 155-169.
  • Wise K., Bolls P.D., Kim H., Venkataraman A., Meyer R. (2008), Enjoyment of advergames and brand attitudes: The impact of thematic relevance, "Journal of Interactive Advertising", No. 9(1), pp. 27-36.
  • Yang M., Roskos-Ewoldsen D.R., Dinu L., Arpan L.M. (2006), The effectiveness of "in-game" advertising: Comparing college students' explicit and implicit memory for brand names, "Journal of Advertising", No. 35(4), pp. 143-152.
  • Zhu D.H., Chang Y.P. (2015), Effects of interactions and product information on initial purchase intention in product placement in social games: the moderating role of product familiarity, "Journal of Electronic Commerce Research", No. 16(1), pp. 22-33.
Typ dokumentu
Identyfikator YADDA

Zgłoszenie zostało wysłane

Zgłoszenie zostało wysłane

Musisz być zalogowany aby pisać komentarze.
JavaScript jest wyłączony w Twojej przeglądarce internetowej. Włącz go, a następnie odśwież stronę, aby móc w pełni z niej korzystać.