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Brand embeddedness in advergames through brand–game congruence and brand prominence: a typology of ways to design a game around a brand

Author

Listed:
  • Amélie Joassard

    (Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon)

  • Sonia Capelli

    (Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon)

Abstract

Advergames allow advertisers to build an entire game around the brand. This study explores how brands can be embedded in advergames through brand-game congruence and brand prominence in the game. A typology of 112 existing advergames uncovers three types of advergames in line with ways of persuading detailed in the hierarchy-of-effects theory: (1) affective, (2) cognitive, and (3) conative. The findings provide an explanation for the contradictions found in various studies, such as when only one congruence or prominence dimension is considered.

Suggested Citation

  • Amélie Joassard & Sonia Capelli, 2024. "Brand embeddedness in advergames through brand–game congruence and brand prominence: a typology of ways to design a game around a brand," Post-Print hal-04694216, HAL.
    • Handle: RePEc:hal:journl:hal-04694216
    DOI: 10.1080/02650487.2024.2305529
    as

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