¿Influyen las partidas jugadas en la efectividad de los advergames? El papel de la familiaridad con la marca
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Publicado
18-03-2020
Sara Catalán
Eva Martínez
Resumen
Los advergames se han convertido en una novedosa herramienta a través de la cual los anunciantes hacen llegar sus mensajes al público. Algunos advergames toman la forma de una 'app' de juegos para que los consumidores puedan jugarlos a través de sus dispositivos móviles tantas veces como consideren. Sin embargo, el efecto de la exposición repetida al advergame en la efectividad del mismo ha recibido escasa atención en la literatura. Teniendo esto en cuenta, el objetivo de este estudio es analizar el efecto de la repetición del advergame en su efectividad, medida a través de la actitud de los jugadores hacia la marca y la intención de compra, así como el papel que juega en dicha relación la familiaridad que los jugadores tienen con la marca que aparece en el advergame. En base a una muestra de 234 individuos irlandeses que han jugado un advergame de la marca Oreo, los resultados muestran que la actitud hacia la marca y la intención de compra de aquellos jugadores con menor familiaridad con la marca siguen una tendencia curvilínea en relación con el número de partidas jugadas, mientras que, para los jugadores que están más familiarizados con la marca, la tendencia es lineal e independiente del número de partidas jugadas.
Cómo citar
Catalán, S., & Martínez, E. (2020). ¿Influyen las partidas jugadas en la efectividad de los advergames? El papel de la familiaridad con la marca. Cuadernos De Gestión, 20(2), 149–168. https://doi.org/10.5295/cdg.180966sc
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Keywords
Advergame, juegos, repetición, familiaridad con la marca, actitud hacia la marca, intención de compra
References
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Berlyne, D.E., 1970. Novelty, complexity, and hedonic value. Perception and Psychophysics, 8, 279-286. https://doi.org/10.3758/BF03212593
Burton, J., Gollins, J., McNeely, L. and Wallas, D., 2018. Revisiting the relationship between ad frequency and purchase intentions. How affect and cognition mediate outcomes at different levels of advertising frequency. Journal of Advertising Research, 58 (4). https://doi.org/10.2501/JAR-2018-031
Campbell, M. and Keller, K., 2003. Brand familiarity and advertising repetition effects. Journal of Consumer Research, 30, 292-304. https://doi.org/10.1086/376800
Catalán, S., Martínez, E. and Wallace, E., 2019. Analysing mobile advergaming effectiveness: the role of flow, game repetition and brand familiarity. Journal of Product and Brand Management (Earlycite). https://doi.org/10.1108/JPBM-07-2018-1929
Cauberghe, V. and De Pelsmacker, P., 2010. The impact of brand prominence and game repetition on brand responses. Journal of Advertising, 39, 5–18. https://doi.org/10.2753/JOA0091-3367390101
Cicchirillo, V.A. and Mabry, A., 2016. Advergaming and healthy eating involvement: How healthy eating inclinations impact processing of advergame content. Internet Research, 26, 587–603. https://doi.org/10.1108/IntR-04-2014-0091
Deal, D., 2005. The ability of branded online games to build brand equity: An exploratory study. In Proceedings of DiGRA 2005 Conference: Changing Views – Worlds in Play.
Doods, W.B., Monroe, K.B. and Grewal, D., 1991. Effect of price, brand and store information on buyers’ product evaluations. Journal of Marketing Research, 28, 307–319. http://www.jstor.org/stable/3172866
Edwards, E., 2003. Plug (the product) and play, The Washington Post, 26 January.
Hair, J., Anderson, R., Tathan, R. and Black, W., 1999. Análisis Multivariante. 5ª Edición. Madrid: Prentice Hall.
Ham, C., Yoon, G. and Nelson, M.R., 2016. The interplay of persuasion inference and flow experience in an entertaining food advergame. Journal of Consumer Behaviour, 15, 239-250. https://doi.org/10.1002/cb.1564
Kent, R. and Allen, C., 1994. Competitive interference effects in consumer memory for advertising: The role of brand familiarity. Journal of Marketing, 58, 97-105. https://www.jstor.org/stable/1252313
Kim, Y. and Leng, H., 2017. Effectiveness of in-game advertisement: an examination of repetition effect, brand familiarity and the relationship between gaming skills and advertising execution. Journal of Global Sport Management, 2 (1), 42-64. https://doi.org/10.1080/24704067.2017.1281714
Kinard, B.R. and Hartman, K.B., 2013. Are you entertained? The impact of brand integration and brand experience in television-related advergames. Journal of Advertising, 42, 196–203. https://doi.org/10.1080/00913367.2013.775794
Küster, I. and Castillo, V., 2012. Efectos de los videojuegos en las marcas emplazadas: La transmisión de emociones. Revista Española de Investigación de Marketing ESIC, 16(1), 29-58. https://doi.org/10.1016/S1138-1442(14)60008-5
Lee, H. and Cho, C., 2017. An application of brand personality to advergames: The effect of company attributes on advergame personality. Computers in Human Behavior, 69, 235–245. https://doi.org/10.1016/j.chb.2016.12.035
Lim, J., Ri, S., Egan, B. and Biocca, F., 2015. The crossplatform synergies of digital video advertising: implications for cross-media campaigns in television, Internet and mobile TV. Computers in Human Behavior, 48, 463-472. https://doi.org/10.1016/j.chb.2015.02.001
Martí-Parreño, J., Bermejo-Berros, J. and Aldás-Manzano, J., 2017. Product placement in video games: the effect of brand familiarity and repetition on consumers memory. Journal of Interactive Marketing, 38, 55-63. https://doi.org/10.1016/j.intmar.2016.12.001
McCoy, S., Everard, A., Galletta, D. and Moody, G., 2017. Here we go again! The impact of website ad repetition on recall, intrusiveness, attitudes, and site revisit intentions. Information & Management, 54, 14-24. https://doi.org/10.1016/j.im.2016.03.005
Mitchell, A. and Olson, J., 1977. Cognitive effects of advertising repetition. In Perreault, W.D., ed. Advances in Consumer Research. Atlanta: Association for Consumer Research, 213-220.
Nielsen, 2016. Millennials are top smartphone users. Disponible en: http://www.nielsen.com/us/en/insights/news/2016/millennials-are-top-smartphone-users.html
Nunnally, J., 1978. Psychometric Theory. 2nd Edition. New York: McGraw-Hill.
Nurosis, M., 1993. SPSS. Statistical Data Analysis. SPSS Inc.
Pascoal, A.C., 2013. Medium-short-term and repetition effects of advergames on children consumer behavior. Disponible en: https://run.unl.pt/handle/10362/9823
Ping, J.W., Goh, K.Y. and Teo, H.H., 2010. Engaging consumers with advergames: an experimental evaluation of interactivity, relevancy and expectancy. In Proceedings of the International Conference on Information Systems.
Redondo, I., 2012. The effectiveness of casual advergames on adolescents’ brand attitudes. European Journal of Marketing, 46, 1671–1688. https://doi.org/10.1108/03090561211260031
Rethans A., Swasy, J. and Marks, L., 1986. Effects of television commercial repetition, receiver knowledge, and commercial length: A test of the two-factor model. Journal of Marketing Research, 23, 50-56. http://www.jstor.org/stable/3151776
Sreejesh, S., Anusree, M. and Ponnam, A., 2018. Does game rules work as a game changer? Analyzing the effect of rule orientation on brand attention and memory in advergames. Computers in Human Behavior, 81, 325-339. https://doi.org/10.1016/j.chb.2017.12.034
Terlutter, R. and 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, 42, 95–112. https://doi.org/10.1080/00913367.2013.774610
Tuten, T. and Ashley, C., 2016. Do social advergames affect brand attitudes and advocacy? Journal of Marketing Communications, 22, 236–255. https://doi.org/10.1080/13527266.2013.848821
Vashisht, D. and Royne, M., 2016. Advergame speed influence and brand recall: The moderating effects of brand placement strength and gamers’ persuasion knowledge. Computers in Human Behavior, 63, 162-169. https://doi.org/10.1016/j.chb.2016.05.022
Vashisht, D., Royne, M., and Sreejesh, S., 2019. What we know and need to know about the gamification of advertising. A review and synthesis of the advergame studies. European Journal of Marketing (Earlycite). https://doi.org/10.1108/EJM-01-2017-0070
Vashisht, D. and Sreejesh, S., 2017. Effect of nature of the game on ad-persuasion in online gaming context: Moderating roles of game-product congruence and consumer’s need for cognition. Internet Research, 27, 52–73. https://doi.org/10.1108/IntR-10-2014-0271
Waiguny, M., Nelson, M. and Terlutter, R., 2012. Entertainment matters! The relationship between challenge and persuasiveness of an advergame for children. Journal of Marketing Communications, 18, 69–89. https://doi.org/10.1080/13527266.2011.620766
Waiguny, M., Nelson, M. and Marko, B., 2013. How advergame content influences explicit and implicit brand attitudes: When violence spills over. Journal of Advertising, 42, 155–169. https://doi.org/10.1080/00913367.2013.774590
Wang, L., Lee, C., Mantz, T. and Hung, H., 2015. Effects of flow and self-construal on player perception of brand personality in advergames. Social Behavior and Personality, 43 (7), 1181-1192. https://doi.org/10.2224/sbp.2015.43.7.1181
Winkler, T. and Buckner, K., 2006. Receptiveness of gamers to embedded brand messages in advergames: Attitudes towards product placement. Journal of Interactive Advertising, 7, 24–32. https://doi.org/10.1080/15252019.2006.10722123
Wise, K., Bolls, P., Kim, H., Venkataraman, A. and Meyer, R., 2008. Enjoyment of advergames and brand attitudes: The impact of thematic relevance. Journal of Interactive Advertising, 9, 27–36. https://doi.org/10.1080/15252019.2008.10722145
Zajonc, R. 1968. Attitudinal effects of mere exposure. Journal of Personality and Social Psychology, 9 (2), 1-27. http://dx.doi.org/10.1037/h0025848
Berlyne, D.E., 1970. Novelty, complexity, and hedonic value. Perception and Psychophysics, 8, 279-286. https://doi.org/10.3758/BF03212593
Burton, J., Gollins, J., McNeely, L. and Wallas, D., 2018. Revisiting the relationship between ad frequency and purchase intentions. How affect and cognition mediate outcomes at different levels of advertising frequency. Journal of Advertising Research, 58 (4). https://doi.org/10.2501/JAR-2018-031
Campbell, M. and Keller, K., 2003. Brand familiarity and advertising repetition effects. Journal of Consumer Research, 30, 292-304. https://doi.org/10.1086/376800
Catalán, S., Martínez, E. and Wallace, E., 2019. Analysing mobile advergaming effectiveness: the role of flow, game repetition and brand familiarity. Journal of Product and Brand Management (Earlycite). https://doi.org/10.1108/JPBM-07-2018-1929
Cauberghe, V. and De Pelsmacker, P., 2010. The impact of brand prominence and game repetition on brand responses. Journal of Advertising, 39, 5–18. https://doi.org/10.2753/JOA0091-3367390101
Cicchirillo, V.A. and Mabry, A., 2016. Advergaming and healthy eating involvement: How healthy eating inclinations impact processing of advergame content. Internet Research, 26, 587–603. https://doi.org/10.1108/IntR-04-2014-0091
Deal, D., 2005. The ability of branded online games to build brand equity: An exploratory study. In Proceedings of DiGRA 2005 Conference: Changing Views – Worlds in Play.
Doods, W.B., Monroe, K.B. and Grewal, D., 1991. Effect of price, brand and store information on buyers’ product evaluations. Journal of Marketing Research, 28, 307–319. http://www.jstor.org/stable/3172866
Edwards, E., 2003. Plug (the product) and play, The Washington Post, 26 January.
Hair, J., Anderson, R., Tathan, R. and Black, W., 1999. Análisis Multivariante. 5ª Edición. Madrid: Prentice Hall.
Ham, C., Yoon, G. and Nelson, M.R., 2016. The interplay of persuasion inference and flow experience in an entertaining food advergame. Journal of Consumer Behaviour, 15, 239-250. https://doi.org/10.1002/cb.1564
Kent, R. and Allen, C., 1994. Competitive interference effects in consumer memory for advertising: The role of brand familiarity. Journal of Marketing, 58, 97-105. https://www.jstor.org/stable/1252313
Kim, Y. and Leng, H., 2017. Effectiveness of in-game advertisement: an examination of repetition effect, brand familiarity and the relationship between gaming skills and advertising execution. Journal of Global Sport Management, 2 (1), 42-64. https://doi.org/10.1080/24704067.2017.1281714
Kinard, B.R. and Hartman, K.B., 2013. Are you entertained? The impact of brand integration and brand experience in television-related advergames. Journal of Advertising, 42, 196–203. https://doi.org/10.1080/00913367.2013.775794
Küster, I. and Castillo, V., 2012. Efectos de los videojuegos en las marcas emplazadas: La transmisión de emociones. Revista Española de Investigación de Marketing ESIC, 16(1), 29-58. https://doi.org/10.1016/S1138-1442(14)60008-5
Lee, H. and Cho, C., 2017. An application of brand personality to advergames: The effect of company attributes on advergame personality. Computers in Human Behavior, 69, 235–245. https://doi.org/10.1016/j.chb.2016.12.035
Lim, J., Ri, S., Egan, B. and Biocca, F., 2015. The crossplatform synergies of digital video advertising: implications for cross-media campaigns in television, Internet and mobile TV. Computers in Human Behavior, 48, 463-472. https://doi.org/10.1016/j.chb.2015.02.001
Martí-Parreño, J., Bermejo-Berros, J. and Aldás-Manzano, J., 2017. Product placement in video games: the effect of brand familiarity and repetition on consumers memory. Journal of Interactive Marketing, 38, 55-63. https://doi.org/10.1016/j.intmar.2016.12.001
McCoy, S., Everard, A., Galletta, D. and Moody, G., 2017. Here we go again! The impact of website ad repetition on recall, intrusiveness, attitudes, and site revisit intentions. Information & Management, 54, 14-24. https://doi.org/10.1016/j.im.2016.03.005
Mitchell, A. and Olson, J., 1977. Cognitive effects of advertising repetition. In Perreault, W.D., ed. Advances in Consumer Research. Atlanta: Association for Consumer Research, 213-220.
Nielsen, 2016. Millennials are top smartphone users. Disponible en: http://www.nielsen.com/us/en/insights/news/2016/millennials-are-top-smartphone-users.html
Nunnally, J., 1978. Psychometric Theory. 2nd Edition. New York: McGraw-Hill.
Nurosis, M., 1993. SPSS. Statistical Data Analysis. SPSS Inc.
Pascoal, A.C., 2013. Medium-short-term and repetition effects of advergames on children consumer behavior. Disponible en: https://run.unl.pt/handle/10362/9823
Ping, J.W., Goh, K.Y. and Teo, H.H., 2010. Engaging consumers with advergames: an experimental evaluation of interactivity, relevancy and expectancy. In Proceedings of the International Conference on Information Systems.
Redondo, I., 2012. The effectiveness of casual advergames on adolescents’ brand attitudes. European Journal of Marketing, 46, 1671–1688. https://doi.org/10.1108/03090561211260031
Rethans A., Swasy, J. and Marks, L., 1986. Effects of television commercial repetition, receiver knowledge, and commercial length: A test of the two-factor model. Journal of Marketing Research, 23, 50-56. http://www.jstor.org/stable/3151776
Sreejesh, S., Anusree, M. and Ponnam, A., 2018. Does game rules work as a game changer? Analyzing the effect of rule orientation on brand attention and memory in advergames. Computers in Human Behavior, 81, 325-339. https://doi.org/10.1016/j.chb.2017.12.034
Terlutter, R. and 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, 42, 95–112. https://doi.org/10.1080/00913367.2013.774610
Tuten, T. and Ashley, C., 2016. Do social advergames affect brand attitudes and advocacy? Journal of Marketing Communications, 22, 236–255. https://doi.org/10.1080/13527266.2013.848821
Vashisht, D. and Royne, M., 2016. Advergame speed influence and brand recall: The moderating effects of brand placement strength and gamers’ persuasion knowledge. Computers in Human Behavior, 63, 162-169. https://doi.org/10.1016/j.chb.2016.05.022
Vashisht, D., Royne, M., and Sreejesh, S., 2019. What we know and need to know about the gamification of advertising. A review and synthesis of the advergame studies. European Journal of Marketing (Earlycite). https://doi.org/10.1108/EJM-01-2017-0070
Vashisht, D. and Sreejesh, S., 2017. Effect of nature of the game on ad-persuasion in online gaming context: Moderating roles of game-product congruence and consumer’s need for cognition. Internet Research, 27, 52–73. https://doi.org/10.1108/IntR-10-2014-0271
Waiguny, M., Nelson, M. and Terlutter, R., 2012. Entertainment matters! The relationship between challenge and persuasiveness of an advergame for children. Journal of Marketing Communications, 18, 69–89. https://doi.org/10.1080/13527266.2011.620766
Waiguny, M., Nelson, M. and Marko, B., 2013. How advergame content influences explicit and implicit brand attitudes: When violence spills over. Journal of Advertising, 42, 155–169. https://doi.org/10.1080/00913367.2013.774590
Wang, L., Lee, C., Mantz, T. and Hung, H., 2015. Effects of flow and self-construal on player perception of brand personality in advergames. Social Behavior and Personality, 43 (7), 1181-1192. https://doi.org/10.2224/sbp.2015.43.7.1181
Winkler, T. and Buckner, K., 2006. Receptiveness of gamers to embedded brand messages in advergames: Attitudes towards product placement. Journal of Interactive Advertising, 7, 24–32. https://doi.org/10.1080/15252019.2006.10722123
Wise, K., Bolls, P., Kim, H., Venkataraman, A. and Meyer, R., 2008. Enjoyment of advergames and brand attitudes: The impact of thematic relevance. Journal of Interactive Advertising, 9, 27–36. https://doi.org/10.1080/15252019.2008.10722145
Zajonc, R. 1968. Attitudinal effects of mere exposure. Journal of Personality and Social Psychology, 9 (2), 1-27. http://dx.doi.org/10.1037/h0025848
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