000089997 001__ 89997
000089997 005__ 20201026135506.0
000089997 0247_ $$2doi$$a10.1108/JPBM-07-2018-1929
000089997 0248_ $$2sideral$$a111294
000089997 037__ $$aART-2019-111294
000089997 041__ $$aeng
000089997 100__ $$0(orcid)0000-0001-5268-1723$$aCatalán, Sara$$uUniversidad de Zaragoza
000089997 245__ $$aAnalysing mobile advergaming effectiveness: the role of flow, game repetition and brand familiarity
000089997 260__ $$c2019
000089997 5060_ $$aAccess copy available to the general public$$fUnrestricted
000089997 5203_ $$aPurpose: This paper aims to explain the effect of flow, game repetition and brand familiarity on players’ brand attitude and purchase intention in the context of mobile advergaming.
Design/methodology/approach: Data from 227 participants who played a mobile advergame were analysed. Structural equation modelling with partial least squares was used to test the research model.
Findings: The results reveal that the independent variables (i.e. game repetition and brand familiarity) significantly influence the dependent variables explored in this study (i.e. brand attitude and purchase intentions of players).
Results also show that brand familiarity influences players’ flow experience, which in turn significantly affects players’ purchase intentions.
Research limitations/implications: The findings of this study are important for advertising practitioners and advergames’ developers as understanding the determinants of mobile advergaming effectiveness is crucial for designing successful advergames that persuade players the most.
Originality/value: This study contributes to the literature in two ways. First, it provides new insights into the effectiveness of mobile advergames, which is an under-researched area. Second, it offers empirical evidence of the effects of game repetition, flow and brand familiarity on mobile advergaming effectiveness.
000089997 536__ $$9info:eu-repo/grantAgreement/ES/DGA-FSE/S54-17R-GENERES Group$$9info:eu-repo/grantAgreement/ES/MINECO-FEDER/ECO2017-82103-P
000089997 540__ $$9info:eu-repo/semantics/openAccess$$aAll rights reserved$$uhttp://www.europeana.eu/rights/rr-f/
000089997 592__ $$a0.841$$b2019
000089997 590__ $$a1.832$$b2019
000089997 593__ $$aStrategy and Management$$c2019$$dQ1
000089997 591__ $$aMANAGEMENT$$b160 / 226 = 0.708$$c2019$$dQ3$$eT3
000089997 593__ $$aManagement of Technology and Innovation$$c2019$$dQ2
000089997 591__ $$aBUSINESS$$b110 / 152 = 0.724$$c2019$$dQ3$$eT3
000089997 593__ $$aMarketing$$c2019$$dQ2
000089997 655_4 $$ainfo:eu-repo/semantics/article$$vinfo:eu-repo/semantics/acceptedVersion
000089997 700__ $$0(orcid)0000-0001-9307-5359$$aMartínez, Eva$$uUniversidad de Zaragoza
000089997 700__ $$aWallace, Elaine
000089997 7102_ $$14011$$2095$$aUniversidad de Zaragoza$$bDpto. Direc.Mark.Inves.Mercad.$$cÁrea Comerci.Investig.Mercados
000089997 773__ $$g28, 4 (2019), 502-514$$pJ. prod. brand manag.$$tJournal of Product and Brand Management$$x1061-0421
000089997 8564_ $$s566723$$uhttps://zaguan.unizar.es/record/89997/files/texto_completo.pdf$$yPostprint
000089997 8564_ $$s94356$$uhttps://zaguan.unizar.es/record/89997/files/texto_completo.jpg?subformat=icon$$xicon$$yPostprint
000089997 909CO $$ooai:zaguan.unizar.es:89997$$particulos$$pdriver
000089997 951__ $$a2020-10-26-13:37:31
000089997 980__ $$aARTICLE