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The Role of Attitudes and Ethicality on Branded Video Games(Advergames) Acceptance

Author

Listed:
  • Joaquin Aldas-Manzano
  • Joose Marti-Parreno
  • Carla Ruiz-Mafe
  • Lisa Scribner

Abstract

Advergames are branded video games that blur the line between entertainment and advertising. Advergames are gaining momentum among advertisers and advertising agencies fueled by their capability to engage teenagers and young adults with branded communications. This study focuses on consumers’ intentions to use advergames analyzing three attitudinal factors – attitude toward advertising, attitude toward product placement in video games, and attitude toward advergames- and the ethical evaluations of the use of advergames as an advertising format (ethicality). The proposed model was empirically tested using a sample of 304 college students. Major findings suggest that attitudes toward advergames increase playing intentions of advergames and ethical concerns significantly worsen attitudes toward advergame.

Suggested Citation

  • Joaquin Aldas-Manzano & Joose Marti-Parreno & Carla Ruiz-Mafe & Lisa Scribner, 2015. "The Role of Attitudes and Ethicality on Branded Video Games(Advergames) Acceptance," Athens Journal of Business & Economics, Athens Institute for Education and Research (ATINER), vol. 1(1), pages 41-48, January.
    • Handle: RePEc:ate:journl:ajbev1i1-3
    DOI: =10.30958/ajbe.1-1-3
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    References listed on IDEAS

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