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Advergames and consumer brand engagement
- Zeph M. C. van Berlo
- Xulan Chen
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Description: In this experimental study we examine the effects of advergaming on consumer brand engagement, in terms of cognitive processing, affection, and activation, and explore to what extent consumers’ evaluation of the gamified experience can explain these effects. We used structural equation modeling (SEM) to test our hypotheses.
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Dataset (.csv)
This is the dataset used for the analysis in the paper titled 'Advergames and consumer brand engagement: Experiential satisfaction as a mediator of ga...
Analysis (R code)
This is the R code used for the analysis in the paper titled 'Advergames and consumer brand engagement: Experiential satisfaction as a mediator of gam...
Stimulus materials
These are the stimulus materials used in the paper titled 'Advergames and consumer brand engagement: Experiential satisfaction as a mediator of gamifi...
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