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Pregled bibliografske jedinice broj: 1101007

To Brand or not to Brand: The Perception of Brand Image in the Digital Games Industry


Jukić, Dinko
To Brand or not to Brand: The Perception of Brand Image in the Digital Games Industry // Acta Ludologica, 3 (2020), 2; 22-35 (međunarodna recenzija, pregledni rad, znanstveni)


CROSBI ID: 1101007 Za ispravke kontaktirajte CROSBI podršku putem web obrasca

Naslov
To Brand or not to Brand: The Perception of Brand Image in the Digital Games Industry

Autori
Jukić, Dinko

Izvornik
Acta Ludologica (2585-8599) 3 (2020), 2; 22-35

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, pregledni rad, znanstveni

Ključne riječi
brand, culture, digital game, image, in-game marketing

Sažetak
The paper presents, discusses and analyses the role of building brand image in digital games. The purpose of this paper is to analyse and discuss in-game marketing in cultural sphere from aspect of brand image. The aim is to explore, identify and present the relationship between brand image, consumer self-image and digital games as a brand. The contribution of this study is manifested in an interdisciplinary approach to work through marketing, psychology, sociology, and media theory. Consumers project their desires through digital games, and the brand’s entry into the digital game itself enhances the gaming experience and reality of the digital game. It was concluded that consumers want a realistic experience while playing digital games and they want to see famous brands within the game as this enhances their experience and projects the reality of the digital world. The core of brand image is the consumer’s perception. In recent years, digital game industry dominates the segment of global entertainment economy. The paper analyses in-game marketing from the aspect of branding and sociology of culture. It is based on Kapferer’s theory of brand building and Huzinga’s theory of game. The article explores the meaning of phenomenon brand image and identity in virtual reality. The emphasis in this paper is put on influence of the brand image and digital game as a model of popular culture. This article adopts an integrated knowledge inquiry approach through thematic analysis to explain the concept of brand image. From the consumer’s point of view, the brand represents a symbol built on impressions, associations, metaphors and archetypes in the digital gaming industry. Brand loyalty is a key factor in building brand equity. The problem of brand loyalty appears as a reflection of brand symbol and its image. However, the oxymoron of in-game marketing starts from the hypothesis that consumers want to see brands in virtual reality.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija, Interdisciplinarne društvene znanosti



POVEZANOST RADA


Profili:

Avatar Url Dinko Jukić (autor)


Citiraj ovu publikaciju:

Jukić, Dinko
To Brand or not to Brand: The Perception of Brand Image in the Digital Games Industry // Acta Ludologica, 3 (2020), 2; 22-35 (međunarodna recenzija, pregledni rad, znanstveni)
Jukić, D. (2020) To Brand or not to Brand: The Perception of Brand Image in the Digital Games Industry. Acta Ludologica, 3 (2), 22-35.
@article{article, author = {Juki\'{c}, D.}, year = {2020}, pages = {22-35}, keywords = {brand, culture, digital game, image, in-game marketing}, journal = {Acta Ludologica}, volume = {3}, number = {2}, issn = {2585-8599}, title = {To Brand or not to Brand: The Perception of Brand Image in the Digital Games Industry}, keyword = {brand, culture, digital game, image, in-game marketing} }
@article{article, author = {Juki\'{c}, D.}, year = {2020}, pages = {22-35}, keywords = {brand, culture, digital game, image, in-game marketing}, journal = {Acta Ludologica}, volume = {3}, number = {2}, issn = {2585-8599}, title = {To Brand or not to Brand: The Perception of Brand Image in the Digital Games Industry}, keyword = {brand, culture, digital game, image, in-game marketing} }

Uključenost u ostale bibliografske baze podataka::


  • CEEOL
  • CEJSH
  • ICI





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