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L'acceptabilité du placement de marques dans les jeux vidéo : une application aux joueurs de 15 à 35 ans

Author

Listed:
  • Jean-Marc Lehu

    (CEREM - Centre d'étude et de recherche en marketing - UP1 UFR06 - Université Paris 1 Panthéon-Sorbonne - UFR Gestion & économie d'entreprise - UP1 - Université Paris 1 Panthéon-Sorbonne)

  • Etienne Bressoud

    (LED - Laboratoire d'Economie Dionysien - UP8 - Université Paris 8 Vincennes-Saint-Denis)

Abstract

Relatively new alternative communication technique, brand placement in video games is still suffering from the lack of research about players' attitude toward in-game brand placement. This research presents new insights, setting aside two players subpopulations (15-24 vs. 25-35 years-old). It also identifies two other subpopulations of players according to their assiduity (casual vs. hardcore). Gamers admit brand intrusion in games and main results show that a younger player tends to accept them more favourably. On the other hand, brand placement in video games acceptability is systematically stronger for hardcore gamers than casual ones. Limits are discussed as main managerial implications

Suggested Citation

  • Jean-Marc Lehu & Etienne Bressoud, 2008. "L'acceptabilité du placement de marques dans les jeux vidéo : une application aux joueurs de 15 à 35 ans," Post-Print halshs-00305739, HAL.
    • Handle: RePEc:hal:journl:halshs-00305739
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00305739v2
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    References listed on IDEAS

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    1. Russell, Cristel Antonia, 2002. "Investigating the Effectiveness of Product Placements in Television Shows: The Role of Modality and Plot Connection Congruence on Brand Memory and Attitude," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(3), pages 306-318, December.
    2. Etienne Bressoud & Jean-Marc Lehu, 2007. "The product placement efficiency as a result of a relationship between a spectator and a movie," Post-Print halshs-00305718, HAL.
    Full references (including those not matched with items on IDEAS)

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