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dc.contributor.authorŞağkaya Güngör, Ayşegülen_US
dc.contributor.authorOzansoy Çadırcı, Tuğçeen_US
dc.contributor.authorKöse, Şirin Gizemen_US
dc.date.accessioned2020-03-24T11:24:53Z
dc.date.available2020-03-24T11:24:53Z
dc.date.issued2017-01-06
dc.identifier.citationGüngör, A. Ş., Çadirci, T. O. & Köse, Ş. G. (2017). Advergaming - how does cognitive overload effect brand recall? Differences between in-game advertising (IGA) and advergames. 1579-1602, doi:10.4018/978-1-5225-1793-1.ch073en_US
dc.identifier.isbn9781522517948
dc.identifier.isbn9781522517931
dc.identifier.isbn1522517936
dc.identifier.urihttps://hdl.handle.net/11729/2293
dc.identifier.urihttp://dx.doi.org/10.4018/978-1-5225-1793-1.ch073
dc.description.abstractAdvergaming serves as a new and valuable form of online advertising, especially for companies that target young consumers. This study examines the impacts of cognitive overload with placement prominence on respondents' brand recall, recognition and brand attitudes. An experiment was conducted on a group of university students with an exposure to an advergame under low and high cognitive load stimulus. Results showed that brands that are placed prominently are better recalled in high cognitive load condition. However, cognitive overload doesn't have any significant effect on the recognition of the main brand in which the advergames is specifically designed. Moreover, there is no difference in recall of subtly placed products in low and high cognitive load conditions. However, there is a significant difference in brand attitude in different cognitive loads. The study both investigated the context of advergames and as well in-game advertising (IGA) situations. The results of the study have both practical and theoretical implications.en_US
dc.language.isoengen_US
dc.publisherIGI Globalen_US
dc.relation.isversionof10.4018/978-1-5225-1793-1.ch073
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.rightsAttribution-NonCommercial-NoDerivs 3.0 United States*
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/3.0/us/*
dc.sourceAdvertising and Branding: Concepts, Methodologies, Tools, and Applicationsen_US
dc.subjectAdvertising as Topicen_US
dc.subjectFooden_US
dc.subjectFood advertisementsen_US
dc.titleAdvergaming - how does cognitive overload effect brand recall? Differences between in-game advertising (IGA) and advergamesen_US
dc.typebookParten_US
dc.description.versionPublisher's Versionen_US
dc.contributor.departmentIşık Üniversitesi, İktisadi ve İdari Bilimler Fakültesi, İşletme Bölümüen_US
dc.contributor.departmentIşık University, Faculty of Economics and Administrative Sciences, Department of Managementen_US
dc.contributor.authorID0000-0003-3740-7456
dc.identifier.startpage1579
dc.identifier.endpage1602
dc.peerreviewedYesen_US
dc.publicationstatusPublisheden_US
dc.relation.publicationcategoryKitap Bölümü - Uluslararasıen_US
dc.contributor.institutionauthorŞağkaya Güngör, Ayşegülen_US


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