کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
1017107 940291 2013 8 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Online game characters' influence on brand trust: Self-disclosure, group membership, and product type
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری کسب و کار و مدیریت بین المللی
پیش نمایش صفحه اول مقاله
Online game characters' influence on brand trust: Self-disclosure, group membership, and product type
چکیده انگلیسی

Advergaming has become a marketers' essential exercise in branding. This paper examines how an animated character appearing in an advergame affects consumers' trust toward the promoted brand. Two studies demonstrate that a highly (vs. minimally) self-disclosing game character increases the game player's trust toward the promoted brand if the game character claims to be an outgroup member, but the opposite is true if the game character claims to be an ingroup member. These effects emerge only when promoted brands are publicly consumed products, but disappear when promoted brands are privately consumed products. The findings are robust across two countries—the United States and South Korea—which vary in the degree of consumer familiarity with advergaming practices.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Business Research - Volume 66, Issue 8, August 2013, Pages 996–1003
نویسندگان
, , ,