Original scientific paper
ADVERGAMING: IDENTITY BRAND ANALYSIS IN THE VIRTUAL WORLD
Dinko Jukić
orcid.org/0000-0002-5595-4245
; Trade and Commercial School “Davor Milas” Osijek, I. Gundulića 38, 30000 Osijek, Croatia
Abstract
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 Huizingera'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.
Keywords
brand; virtual reality; digital marketing; video game; culture
Hrčak ID:
234534
URI
Publication date:
1.3.2019.
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