Details
| Original language | English |
|---|---|
| Title of host publication | Developments in Marketing Science |
| Subtitle of host publication | Proceedings of the Academy of Marketing Science |
| Publisher | Springer Nature |
| Pages | 593 |
| Number of pages | 1 |
| ISBN (electronic) | 978-3-319-99181-8 |
| ISBN (print) | 978-3-319-99180-1 |
| Publication status | Published - 2018 |
| Event | 2018 AMS Annual Conference - New Orleans, United States Duration: 23 May 2018 → 25 May 2018 |
Publication series
| Name | Developments in Marketing Science: Proceedings of the Academy of Marketing Science |
|---|---|
| ISSN (Print) | 2363-6165 |
| ISSN (electronic) | 2363-6173 |
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 soccer, sponsorship agreements dramatically increased over the last decade in terms of deal volume. At the same time, more and more brand companies place their brand into video games, so-called in-game advertising (IGA), due to an altered media consumption pattern of especially the group of young consumers. 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 (here jersey sponsor of a soccer team) has been exposed in a video game. In order to cope with a more comprehensive brand knowledge evaluation, a wider association assessment is conducted incorporating the attitudinal and motivational value of a brand, both evaluated with regard to the processing of implicit and explicit brand associations. The presented study suggest that sponsorship communication applying IGA has a positive effect on the information processing of implicit brand associations when the video game experience was rated as positive, but not when negative. In contrast, no impact at all of IGA on an explicit level was found.
ASJC Scopus subject areas
- Business, Management and Accounting(all)
- Marketing
- Business, Management and Accounting(all)
- Strategy and Management
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Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer Nature, 2018. p. 593 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).
Research output: Chapter in book/report/conference proceeding › Contribution to book/anthology › Research › peer review
}
TY - CHAP
T1 - Evaluating the Effectiveness of Brand Communication on Implicit and Explicit Brand Knowledge in Virtual Spaces
T2 - 2018 AMS Annual Conference
AU - Schmidt, Steffen
AU - Limbach, Matthias
AU - Langner, Sascha
AU - Reiter, Philipp
N1 - Publisher Copyright: © 2018, Academy of Marketing Science.
PY - 2018
Y1 - 2018
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 soccer, sponsorship agreements dramatically increased over the last decade in terms of deal volume. At the same time, more and more brand companies place their brand into video games, so-called in-game advertising (IGA), due to an altered media consumption pattern of especially the group of young consumers. 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 (here jersey sponsor of a soccer team) has been exposed in a video game. In order to cope with a more comprehensive brand knowledge evaluation, a wider association assessment is conducted incorporating the attitudinal and motivational value of a brand, both evaluated with regard to the processing of implicit and explicit brand associations. The presented study suggest that sponsorship communication applying IGA has a positive effect on the information processing of implicit brand associations when the video game experience was rated as positive, but not when negative. In contrast, no impact at all of IGA on an explicit level was found.
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 soccer, sponsorship agreements dramatically increased over the last decade in terms of deal volume. At the same time, more and more brand companies place their brand into video games, so-called in-game advertising (IGA), due to an altered media consumption pattern of especially the group of young consumers. 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 (here jersey sponsor of a soccer team) has been exposed in a video game. In order to cope with a more comprehensive brand knowledge evaluation, a wider association assessment is conducted incorporating the attitudinal and motivational value of a brand, both evaluated with regard to the processing of implicit and explicit brand associations. The presented study suggest that sponsorship communication applying IGA has a positive effect on the information processing of implicit brand associations when the video game experience was rated as positive, but not when negative. In contrast, no impact at all of IGA on an explicit level was found.
UR - http://www.scopus.com/inward/record.url?scp=85125204525&partnerID=8YFLogxK
U2 - 10.1007/978-3-319-99181-8_199
DO - 10.1007/978-3-319-99181-8_199
M3 - Contribution to book/anthology
AN - SCOPUS:85125204525
SN - 978-3-319-99180-1
T3 - Developments in Marketing Science: Proceedings of the Academy of Marketing Science
SP - 593
BT - Developments in Marketing Science
PB - Springer Nature
Y2 - 23 May 2018 through 25 May 2018
ER -