Details
| Originalsprache | Englisch |
|---|---|
| Seiten (von - bis) | 211-235 |
| Seitenumfang | 25 |
| Fachzeitschrift | Journal of Global Sport Management |
| Jahrgang | 4 |
| Ausgabenummer | 3 |
| Publikationsstatus | Veröffentlicht - 11 Okt. 2018 |
Abstract
Sports sponsorship is a core element of brand communication and one of the most effective and demanded tools in marketing. In the context of football, jersey sponsorship agreements dramatically increased over the last decade in terms of deal volume. Another current brand communication trend is the brand strategy of placing brands into entertainment media, especially in video games, so called in-game advertising (IGA). Against that background, the current study addresses the short-term effects of IGA on consumer’s implicit and explicit brand knowledge after the sponsor brand has been exposed in a video game. The findings of the laboratory research showed that the IGA exposure of sponsor brands, which was simulated in the current study as a virtual consumer-brand interaction within a playfully football game, was primarily effective to enhance brand-related associations on an implicit level, but not on an explicit level.
ASJC Scopus Sachgebiete
- Betriebswirtschaft, Management und Rechnungswesen (insg.)
- Tourismus-, Freizeit- und Gastronomiemanagement
- Betriebswirtschaft, Management und Rechnungswesen (insg.)
- Strategie und Management
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in: Journal of Global Sport Management, Jahrgang 4, Nr. 3, 11.10.2018, S. 211-235.
Publikation: Beitrag in Fachzeitschrift › Artikel › Forschung › Peer-Review
}
TY - JOUR
T1 - Communicating Sponsor Brands Playfully in Video Games
T2 - Evaluating the Impact of In-Game Advertising on Dual Brand Knowledge
AU - Limbach, Matthias
AU - Schmidt, Steffen
AU - Wiedmann, Klaus Peter
AU - Langner, Sascha
AU - Schiessl, Michael
N1 - Publisher Copyright: © 2018, © 2018 Global Alliance of Marketing & Management Associations (GAMMA). Copyright: Copyright 2020 Elsevier B.V., All rights reserved.
PY - 2018/10/11
Y1 - 2018/10/11
N2 - Sports sponsorship is a core element of brand communication and one of the most effective and demanded tools in marketing. In the context of football, jersey sponsorship agreements dramatically increased over the last decade in terms of deal volume. Another current brand communication trend is the brand strategy of placing brands into entertainment media, especially in video games, so called in-game advertising (IGA). Against that background, the current study addresses the short-term effects of IGA on consumer’s implicit and explicit brand knowledge after the sponsor brand has been exposed in a video game. The findings of the laboratory research showed that the IGA exposure of sponsor brands, which was simulated in the current study as a virtual consumer-brand interaction within a playfully football game, was primarily effective to enhance brand-related associations on an implicit level, but not on an explicit level.
AB - Sports sponsorship is a core element of brand communication and one of the most effective and demanded tools in marketing. In the context of football, jersey sponsorship agreements dramatically increased over the last decade in terms of deal volume. Another current brand communication trend is the brand strategy of placing brands into entertainment media, especially in video games, so called in-game advertising (IGA). Against that background, the current study addresses the short-term effects of IGA on consumer’s implicit and explicit brand knowledge after the sponsor brand has been exposed in a video game. The findings of the laboratory research showed that the IGA exposure of sponsor brands, which was simulated in the current study as a virtual consumer-brand interaction within a playfully football game, was primarily effective to enhance brand-related associations on an implicit level, but not on an explicit level.
KW - brand association transfer
KW - implicit information processing
KW - in-game advertising
KW - sponsorship-linked marketing
KW - Sport sponsorship
UR - http://www.scopus.com/inward/record.url?scp=85077699160&partnerID=8YFLogxK
U2 - 10.1080/24704067.2018.1477520
DO - 10.1080/24704067.2018.1477520
M3 - Article
AN - SCOPUS:85077699160
VL - 4
SP - 211
EP - 235
JO - Journal of Global Sport Management
JF - Journal of Global Sport Management
SN - 2470-4067
IS - 3
ER -