Effects of game-product congruence on game-players' brand attitude in mobile games: a review
Advertising is a marketing communication tool used by marketers to convey their brand messages to targeted consumers. Over the years, the effectiveness of traditional advertising has greatly diminished due to the clutter of advertisements that impede consumers’ ability to process and retain advertis...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Human Resource Management Academic Research Society
2019
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| Online Access: | http://psasir.upm.edu.my/id/eprint/69719/ http://psasir.upm.edu.my/id/eprint/69719/1/69719.pdf |
| _version_ | 1848856487544225792 |
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| author | Toh, Yuan Kai Hashim, Haslinda Abdul Aziz, Yuhanis Ng, Siew Imm |
| author_facet | Toh, Yuan Kai Hashim, Haslinda Abdul Aziz, Yuhanis Ng, Siew Imm |
| author_sort | Toh, Yuan Kai |
| building | UPM Institutional Repository |
| collection | Online Access |
| description | Advertising is a marketing communication tool used by marketers to convey their brand messages to targeted consumers. Over the years, the effectiveness of traditional advertising has greatly diminished due to the clutter of advertisements that impede consumers’ ability to process and retain advertising messages. As such, marketers are always seeking creative advertising strategies such as product placements, to capture consumers’ attention and break away from the clutter of advertising messages. In the era of digital technology, product placements are no longer restricted to traditional entertainment medium such as reality TV shows or movies. Thanks to innovations in smartphone and digital gaming technologies, the use of mobile games as an advertising platform has also become a reality in recent years. As a relatively new phenomenon, there are ample research opportunities on product and brand placements in mobile games since many areas have not yet been fully explored. Furthermore, several past studies examining the influence of different product placement strategies on advertising effectiveness have reported mixed findings thereby suggesting the need for further research. The findings of these studies are expected to provide valuable insights to the academic community as well as marketing practitioners considering mobile games as an alternative medium to advertise and promote their brands. |
| first_indexed | 2025-11-15T11:42:26Z |
| format | Article |
| id | upm-69719 |
| institution | Universiti Putra Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T11:42:26Z |
| publishDate | 2019 |
| publisher | Human Resource Management Academic Research Society |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | upm-697192019-07-08T07:18:02Z http://psasir.upm.edu.my/id/eprint/69719/ Effects of game-product congruence on game-players' brand attitude in mobile games: a review Toh, Yuan Kai Hashim, Haslinda Abdul Aziz, Yuhanis Ng, Siew Imm Advertising is a marketing communication tool used by marketers to convey their brand messages to targeted consumers. Over the years, the effectiveness of traditional advertising has greatly diminished due to the clutter of advertisements that impede consumers’ ability to process and retain advertising messages. As such, marketers are always seeking creative advertising strategies such as product placements, to capture consumers’ attention and break away from the clutter of advertising messages. In the era of digital technology, product placements are no longer restricted to traditional entertainment medium such as reality TV shows or movies. Thanks to innovations in smartphone and digital gaming technologies, the use of mobile games as an advertising platform has also become a reality in recent years. As a relatively new phenomenon, there are ample research opportunities on product and brand placements in mobile games since many areas have not yet been fully explored. Furthermore, several past studies examining the influence of different product placement strategies on advertising effectiveness have reported mixed findings thereby suggesting the need for further research. The findings of these studies are expected to provide valuable insights to the academic community as well as marketing practitioners considering mobile games as an alternative medium to advertise and promote their brands. Human Resource Management Academic Research Society 2019 Article PeerReviewed text en http://psasir.upm.edu.my/id/eprint/69719/1/69719.pdf Toh, Yuan Kai and Hashim, Haslinda and Abdul Aziz, Yuhanis and Ng, Siew Imm (2019) Effects of game-product congruence on game-players' brand attitude in mobile games: a review. International Journal of Academic Research in Business and Social Sciences, 9 (4). pp. 135-146. ISSN 2222-6990 http://hrmars.com/index.php/papers/detail/IJARBSS/5830 10.6007/IJARBSS/v9-i4/5830 |
| spellingShingle | Toh, Yuan Kai Hashim, Haslinda Abdul Aziz, Yuhanis Ng, Siew Imm Effects of game-product congruence on game-players' brand attitude in mobile games: a review |
| title | Effects of game-product congruence on game-players' brand attitude in mobile games: a review |
| title_full | Effects of game-product congruence on game-players' brand attitude in mobile games: a review |
| title_fullStr | Effects of game-product congruence on game-players' brand attitude in mobile games: a review |
| title_full_unstemmed | Effects of game-product congruence on game-players' brand attitude in mobile games: a review |
| title_short | Effects of game-product congruence on game-players' brand attitude in mobile games: a review |
| title_sort | effects of game-product congruence on game-players' brand attitude in mobile games: a review |
| url | http://psasir.upm.edu.my/id/eprint/69719/ http://psasir.upm.edu.my/id/eprint/69719/ http://psasir.upm.edu.my/id/eprint/69719/ http://psasir.upm.edu.my/id/eprint/69719/1/69719.pdf |