TY - JOUR
AU - Marko, Bernhard
AB -  Well-liked advergames foster favorable brand attitudes. Research has been conducted on games where the content offers positive associations (e.g., racing: speed) that may transfer to the brand. Yet games may offer negative associations (e.g., combat: violence). Using the affect transfer and associative-propositional evaluation models, we test the influence of game content (combat, racing) on implicit and explicit brand attitudes. Results of an experiment showed that negative content resulted in less favorable attitudes toward the game and the implicit (unfamiliar) brand attitudes. The relationship between content and explicit attitude toward the brand was mediated by attitude toward the game. 
TI - How Advergame Content Influences Explicit and Implicit Brand Attitudes: When Violence Spills Over
JF - Journal of Advertising
DO - 10.1080/00913367.2013.774590
DA - 2013-04-03
UR - https://www.deepdyve.com/lp/taylor-francis/how-advergame-content-influences-explicit-and-implicit-brand-attitudes-Py0sgt5wLF
SP - 155
EP - 169
VL - 42
IS - 2-3
DP - DeepDyve
ER -