کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
4937633 | 1434622 | 2017 | 11 صفحه PDF | دانلود رایگان |
عنوان انگلیسی مقاله ISI
An application of brand personality to advergames: The effect of company attributes on advergame personality
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کلمات کلیدی
موضوعات مرتبط
مهندسی و علوم پایه
مهندسی کامپیوتر
نرم افزارهای علوم کامپیوتر
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چکیده انگلیسی
The purpose of this study is to explore the advergame personality (AP) dimensions and to explicate the underlying relationships of the AP dimensions with company attributes, product categories, and consumers' behavioral intentions. A series of surveys with convenience samples indicates that consumers ascribe personality characteristics to advergames and that the perceived AP is five-dimensional, specifically: vibrancy, competence, intelligence, activeness, and excitement. A path model shows that company attributes (i.e., size, reputation, relevance) influenced each AP dimension in various ways, depending on product category (i.e., hedonic vs. utilitarian), which in turn affected consumers' intentions to play an advergame and to purchase a product. This study produces valuable insights into the effectiveness of advergames and into ways to strategically lead to behavioral intentions to play an advergame and purchase a product.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Computers in Human Behavior - Volume 69, April 2017, Pages 235-245
Journal: Computers in Human Behavior - Volume 69, April 2017, Pages 235-245
نویسندگان
Heejun Lee, Chang-Hoan Cho,