Acceptance of Branded Video Games (Advergames): A Cross-Cultural Study Spain-USA

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dc.contributor.author Martí Parreño, José
dc.contributor.author Ruiz Mafé, Carla
dc.contributor.author Scribner, Lisa L.
dc.contributor.editor Ozturk, R. Gulay
dc.date.accessioned 2015-10-13T07:01:48Z
dc.date.available 2015-10-13T07:01:48Z
dc.date.issued 2014
dc.identifier.citation Martí Parreño, J., Ruiz-Mafé, C., & Scribner. L. L. (2014). Acceptance of Branded Video Games (Advergames): A Cross-Cultural Study Spain-USA. In Öztürk, R. Gulay. Cultural Perspectives on the Entertainment Industry: Communication, Media, and Societal Impacts (pp. 482-502). Hersey (PA): IGI Global. spa
dc.identifier.isbn 9781466661905
dc.identifier.uri http://hdl.handle.net/11268/4383
dc.description.abstract Advergames are free branded video games used by advertisers to target audiences with marketing communications in a playful, interactive, and engaging way. Despite its advantages for consumers (i.e., free entertainment content) advergames can also cause concern in consumers (i.e., advertising clutter) making it necessary to explore consumers’ attitudes that lead to acceptance of advergames. This chapter analyses the factors that lead consumers to accept advergames as an advertising format analyzing three variables related to consumer-media relationships: i) consumer attitude toward advertising, ii) consumer attitude toward the presence of brands in video games and iii) previous experience with video games. The moderating role of culture is also analyzed. To do so an empirical research study involving American and Spanish students was developed. Findings suggest that attitude towards advertising is the primary factor affecting advergame acceptance for the Spanish sample while attitude toward product placement in advergames is the primary factor affecting advergame acceptance for the American sample. These results suggest cultural differences related to advergame acceptance. spa
dc.language.iso eng spa
dc.publisher IGI GLOBAL spa
dc.subject.other Comunicaciones de marketing spa
dc.title Acceptance of Branded Video Games (Advergames): A Cross-Cultural Study Spain-USA spa
dc.type bookPart spa
dc.description.impact No data (2014) spa
dc.identifier.doi 10.4018/978-1-4666-6190-5.ch026
dc.rights.accessRights openAccess spa
dc.subject.uem Videojuegos spa
dc.subject.uem Economía spa
dc.subject.unesco Vídeojuego spa
dc.subject.unesco Economía spa
dc.description.filiation UEV spa
dc.peerreviewed Si spa

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