Impact of flow on recognition of and attitudes towards in-game brand placements: Brand congruence and placement prominence as moderators

This study investigates the moderating influences of brand congruence and placement prominence on the impact of game-evoked flow on cognitive and affective outcomes for in-game brand placements.

Impact of flow on recognition of and attitudes towards in-game brand placements: Brand congruence and placement prominence as moderators

Iris Vermeir and Snezhanka Kazakova

Ghent University

Tina Tessitore

IÉSEG School of Management, Marketing and Negotiation Department, Université Catholique de Lille (LEM UMR CNRS 8179)

Verolien Cauberghe and Hendrik Slabbinck

Ghent University

Introduction

The sharp increase in traditional advertising clutter and reports of its declining effectiveness (Jaffe 2005), combined with technological developments and innovations such as digital video recorders, have prompted advertising professionals to shift their focus to alternative forms of advertising. In their quest to capture...

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