کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
6854588 1437563 2018 15 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Can visual familiarity influence attitudes towards brands? An exploratory study of advergame design and cross-cultural consumer behaviour
ترجمه فارسی عنوان
آیا آشنایی بصری نگرش نسبت به مارک ها را تحت تاثیر قرار می دهد؟ یک مطالعه اکتشافی از طراحی تبلیغاتی و رفتار مصرف کننده بین فرهنگی
موضوعات مرتبط
مهندسی و علوم پایه مهندسی کامپیوتر هوش مصنوعی
چکیده انگلیسی
This paper aims to investigate the relationship between advergame design, advergame experience and consumer behaviour across cultures. For this purpose, a study was designed to compare and contrast behaviour patterns across Brazilian and British cultures. An advergame (Colheita de Café (CC)), featuring the Fairtrade mark was developed through a semiotics approach. Participants from both Brazil (N = 30) and the UK (N = 34) were invited to play the advergame and answer a questionnaire before and after gameplay. The results indicate that Brazilians felt more familiar with the visual elements incorporated by the advergame when compared to British consumers. Brazilians also had more favourable attitudes towards the brand, suggesting that visual familiarity could influence consumer behaviour. Contrary to our expectations, both Brazilian and British respondents had the same attitudes towards the advergame, showing that visual familiarity did not particularly influence the advergame experience. The main contribution of this paper is the suggestion that visual familiarity could influence consumer behaviour across cultures. We expect that our findings can be used in future research that examines cultural nuances in advergame design.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Entertainment Computing - Volume 27, August 2018, Pages 194-208
نویسندگان
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