Enjoyment of Advergames and Brand Attitudes

By Kevin Wise, Paul D. Bolls, Hyo Jung Kim, Arun Venkataraman, Ryan Meyer. 2008

255 citations recorded by the source corpus.

Subfields: Literature and Literary Theory, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/f1a3ca3a8446bad0b4dac141201a580644c6410e

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Literature and Literary Theory

1. E. V. van Reijmersdal
2. Michelle R. Nelson
3. Esther Rozendaal
4. Moniek Buijzen
5. Ralf Terlutter
6. Martin Waiguny
7. M. Capella
8. Soontae An

In Marketing

1. E. V. van Reijmersdal
2. Michelle R. Nelson
3. Esther Rozendaal
4. Moniek Buijzen
5. Ralf Terlutter
6. Martin Waiguny
7. M. Capella
8. Bernhard Marko

In Sociology and Political Science

1. Michelle R. Nelson
2. E. V. van Reijmersdal
3. Esther Rozendaal
4. Moniek Buijzen
5. Ralf Terlutter
6. Martin Waiguny
7. M. Capella
8. Bernhard Marko

Citations in the corpus

• Get in the Game: The Effects of Game-Product Congruity and Product Placement Proximity on Game Players’ Processing of Brands Embedded in Advergames (2013, unknown): “Previous research has shown that when game players enjoyed the game, they also had positive feeling toward the brand featured in the game (Wise et al. 2008).”
• The Gamification of Advertising: Analysis and Research Directions of In-Game Advertising, Advergames, and Advertising in Social Network Games (2013, background): “…2012), game outcome (Steffen, Mau, and SchrammKlein 2013), game repetition (Cauberghe and De Pelsmacker 2010), involvement with the game (van Reijmersdal, Rozendaal, and Buijzen 2012), thematic congruency (Wise et al. 2008) or placement prominence, exposure duration, and gender (Redondo 2012).”
• Branded Apps: Explaining Effects of Brands’ Mobile Phone Applications on Brand Responses (2019, background): “Earlier research indicated that enjoyment is stimulated mostly by entertaining contexts (Green and Brock 2000; Green, Brock, and Kaufman 2004; Wise et al. 2008).”
• Disclosing the persuasive nature of advergames: moderation effects of mood on brand responses via persuasion knowledge (2015, background): “…Reijmersdal, Rozendaal, and Buijzen 2012), positive brand attitudes (Cauberghe and De Pelsmacker 2010; Mau, Silberer, and Constien 2008; Redondo 2012; Van Reijmersdal et al. 2012; Wise et al. 2008) behavioural intentions (Mallinckrodt and Mizerski 2007), and actual behaviour (Folkvord et al. 2013).”
• Can advergames boost children's healthier eating habits? A comparison between healthy and non‐healthy food (2011, unknown): “Wise et al. (2008) found that advergames are more effective when its contents are associated with the brand or product being advertised, engaging players in activities related to a behavior they would perform when using the product.”
• How Advergame Content Influences Explicit and Implicit Brand Attitudes: When Violence Spills Over (2013, methodology): “This relationship has also been observed for advergames (Waiguny, Terlutter, and Zaglia 2011; Wise et al. 2008).”
• Children's Advertising Literacy for Advergames: Perception of the Game as Advertising (2014, background): “Other experimental studies have investigated the effectiveness of advergames on advertising outcomes, such as brand attitudes from a marketing perspective (Bailey, Wise, and Bolls 2009; Wise et al. 2008).”
• Examining the impact of gamification on intention of engagement and brand attitude in the marketing context (2017, result): “This is consistent with Wise et al. (2008) who studied advergames and found that brand attitude was significantly affected by game enjoyment.”