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Partnerships within the gaming economy: can a brand partnership within the gaming economy alter the brand personality of the sponsoring brand
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| 3.65 MB | Adobe PDF |
Orientador(es)
Resumo(s)
As the gaming economy thrives, marketers must identify the threats and opportunities that arise
from targeting the new, digitally inclined gaming audience. This paper examines the brand
transference of an advergaming partnership between a gaming provider with a vibrant brand
personality and a cosmetics company with an inactive brand personality. Three brand
personality dimensions were analysed: Inactiveness, Sincerity, and Vibrancy. It was
hypothesized that there would be a brand personality transference when 1) initially exposed to
the partnership, 2) one-week after the exposure and, 3) brand personalities unrelated to
advergaming (i.e., sincerity) would not be affected. H1 and H2 were accepted whilst H3 was
rejected. Managerial implications are discussed based on the findings.
Descrição
Palavras-chave
Marketing Consumer behavior Partnerships Brand personality Advergaming Brand personality iransference Gaming providers Gaming economy