The impact of character presence and entertainment value on brand recall and brand attitude in advergame
The increase of online advertising, in particular advergame, has become popular method in strengthening consumer brand recognition by inserting attractive characters and entertainment value. Studies on using spokes-characters in advertising effectiveness had showed convincing result in marketing com...
| Main Authors: | , , , , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
INSInet Publications
2015
|
| Subjects: | |
| Online Access: | https://eprints.ums.edu.my/id/eprint/20315/1/The%20impact%20of%20character%20presence%20and%20entertainment%20value%20on%20brand%20recall%20and%20brand%20attitude%20in%20advergame.pdf |
| _version_ | 1825713497126731776 |
|---|---|
| author | Azaze @ Azizi Abdul Adis Hyung Jun Kim Grace Phang Ing Mohd Rizwan Abdul Majid Zaiton Osman Izyanti Awang Razli |
| author_facet | Azaze @ Azizi Abdul Adis Hyung Jun Kim Grace Phang Ing Mohd Rizwan Abdul Majid Zaiton Osman Izyanti Awang Razli |
| author_sort | Azaze @ Azizi Abdul Adis |
| collection | UMS |
| description | The increase of online advertising, in particular advergame, has become popular method in strengthening consumer brand recognition by inserting attractive characters and entertainment value. Studies on using spokes-characters in advertising effectiveness had showed convincing result in marketing communication. However,
few studies have examined the link between character presence and consumers‟ brand
recall and attitude in advergame. Moreover, how the entertainment value of an advergame influences brand recall and brand attitude and the mediating role of brand recall in influencing character presence and entertainment on brand attitude are still lacking in the advergaming literature.
Objective:
This paper examines the influence of character presence and entertainment on brand recall and brand attitude in advergame.
Results:
Using structural equation modeling, the results showed that character presence had no influence but entertainment value had a positive influence on brand recall and brand attitude. This study confirmed the role of brand recall as a mediator of the effect of between entertainment and brand attitude in advergame.
Conclusion:
This study fills the gap of the relationship between character presence and entertainment on brand recall and attitude in advergame. |
| first_indexed | 2024-03-06T02:57:30Z |
| format | Article |
| id | ums.eprints-20315 |
| institution | Universiti Malaysia Sabah |
| language | English |
| last_indexed | 2024-03-06T02:57:30Z |
| publishDate | 2015 |
| publisher | INSInet Publications |
| record_format | dspace |
| spelling | ums.eprints-203152018-06-22T06:57:21Z https://eprints.ums.edu.my/id/eprint/20315/ The impact of character presence and entertainment value on brand recall and brand attitude in advergame Azaze @ Azizi Abdul Adis Hyung Jun Kim Grace Phang Ing Mohd Rizwan Abdul Majid Zaiton Osman Izyanti Awang Razli HC Economic history and conditions The increase of online advertising, in particular advergame, has become popular method in strengthening consumer brand recognition by inserting attractive characters and entertainment value. Studies on using spokes-characters in advertising effectiveness had showed convincing result in marketing communication. However, few studies have examined the link between character presence and consumers‟ brand recall and attitude in advergame. Moreover, how the entertainment value of an advergame influences brand recall and brand attitude and the mediating role of brand recall in influencing character presence and entertainment on brand attitude are still lacking in the advergaming literature. Objective: This paper examines the influence of character presence and entertainment on brand recall and brand attitude in advergame. Results: Using structural equation modeling, the results showed that character presence had no influence but entertainment value had a positive influence on brand recall and brand attitude. This study confirmed the role of brand recall as a mediator of the effect of between entertainment and brand attitude in advergame. Conclusion: This study fills the gap of the relationship between character presence and entertainment on brand recall and attitude in advergame. INSInet Publications 2015 Article PeerReviewed text en https://eprints.ums.edu.my/id/eprint/20315/1/The%20impact%20of%20character%20presence%20and%20entertainment%20value%20on%20brand%20recall%20and%20brand%20attitude%20in%20advergame.pdf Azaze @ Azizi Abdul Adis and Hyung Jun Kim and Grace Phang Ing and Mohd Rizwan Abdul Majid and Zaiton Osman and Izyanti Awang Razli (2015) The impact of character presence and entertainment value on brand recall and brand attitude in advergame. Australian Journal of Basic and Applied Sciences, 1 (2). pp. 486-492. ISSN 1991-8178 |
| spellingShingle | HC Economic history and conditions Azaze @ Azizi Abdul Adis Hyung Jun Kim Grace Phang Ing Mohd Rizwan Abdul Majid Zaiton Osman Izyanti Awang Razli The impact of character presence and entertainment value on brand recall and brand attitude in advergame |
| title | The impact of character presence and entertainment value on brand recall and brand attitude in advergame |
| title_full | The impact of character presence and entertainment value on brand recall and brand attitude in advergame |
| title_fullStr | The impact of character presence and entertainment value on brand recall and brand attitude in advergame |
| title_full_unstemmed | The impact of character presence and entertainment value on brand recall and brand attitude in advergame |
| title_short | The impact of character presence and entertainment value on brand recall and brand attitude in advergame |
| title_sort | impact of character presence and entertainment value on brand recall and brand attitude in advergame |
| topic | HC Economic history and conditions |
| url | https://eprints.ums.edu.my/id/eprint/20315/1/The%20impact%20of%20character%20presence%20and%20entertainment%20value%20on%20brand%20recall%20and%20brand%20attitude%20in%20advergame.pdf |
| work_keys_str_mv | AT azazeaziziabduladis theimpactofcharacterpresenceandentertainmentvalueonbrandrecallandbrandattitudeinadvergame AT hyungjunkim theimpactofcharacterpresenceandentertainmentvalueonbrandrecallandbrandattitudeinadvergame AT gracephanging theimpactofcharacterpresenceandentertainmentvalueonbrandrecallandbrandattitudeinadvergame AT mohdrizwanabdulmajid theimpactofcharacterpresenceandentertainmentvalueonbrandrecallandbrandattitudeinadvergame AT zaitonosman theimpactofcharacterpresenceandentertainmentvalueonbrandrecallandbrandattitudeinadvergame AT izyantiawangrazli theimpactofcharacterpresenceandentertainmentvalueonbrandrecallandbrandattitudeinadvergame AT azazeaziziabduladis impactofcharacterpresenceandentertainmentvalueonbrandrecallandbrandattitudeinadvergame AT hyungjunkim impactofcharacterpresenceandentertainmentvalueonbrandrecallandbrandattitudeinadvergame AT gracephanging impactofcharacterpresenceandentertainmentvalueonbrandrecallandbrandattitudeinadvergame AT mohdrizwanabdulmajid impactofcharacterpresenceandentertainmentvalueonbrandrecallandbrandattitudeinadvergame AT zaitonosman impactofcharacterpresenceandentertainmentvalueonbrandrecallandbrandattitudeinadvergame AT izyantiawangrazli impactofcharacterpresenceandentertainmentvalueonbrandrecallandbrandattitudeinadvergame |