Advergaming: Identity Brand Analysis in the Virtual World (CROSBI ID 670470)
Prilog sa skupa u zborniku | izvorni znanstveni rad | međunarodna recenzija
Podaci o odgovornosti
Jukić, Dinko
engleski
Advergaming: Identity Brand Analysis in the Virtual World
Advergaming is a process that includes advertising and gaming. The video game industry is rapidly growing, and has passed film and music production. In recent years, video game industry dominates the segment of global entertainment economy. Marketing communication through video games is a new term in marketing. Advergaming reflects the postmodern consumer by joining integrated marketing communications and games as entertainment and culture. The paper analyzes advergaming from the aspect of marketing and culture. It is based on Kapferer's theory of brand building and Aaker's theory of brand personality. The game phenomenon, its cultural component and consumer essence were displayed according to Huizinger's theory. Models of cultural theories, cultural objects and models of cultural prototypes were also implemented. This paper is based on the analysis of brand building in the video industry according to Kapferer's Brand Identity Prism. The brand's personality reflects the consumer's personification, and the cultural model of Homo ludens serves as the starting point for gaming phenomenon interpretation. The aim of the paper is to analyze the identity of the brand in virtual reality with the review of the cultural phenotype of advergaming.
brand, virtual reality, digital marketing, video game, culture
nije evidentirano
nije evidentirano
nije evidentirano
nije evidentirano
nije evidentirano
nije evidentirano
Podaci o prilogu
57-67.
2018.
objavljeno
Podaci o matičnoj publikaciji
3rd International Scientific and Professional Conference (CRODMA 2018)
Dobrinić, Damir
Varaždin: Hrvatska udruga za direktni i interaktivni marketing (CRODMA)
2459-7953
Podaci o skupu
Artifical Intelligence in Marketing
predavanje
12.10.2018-12.10.2018
Varaždin, Hrvatska