دانلود مقاله لوگوهای برند در مقابل نام های برند
چکیده
کلید واژه ها
1. مقدمه
2. مرور مطالعات پیشین
2.1. گیمیفیکیشن تبلیغات
2.2. اطلاعات تصویری در مقابل متن و تأثیر آنها بر حافظه
3. مطالعه 1
3.1. طراحی و محرک های مطالعه
3.2. شرکت کنندگان و رویه
3.3. سنجش
3.4. تجزیه و تحلیل و نتایج
4. مطالعه 2
4.1. طراحی و محرک های مطالعه
4.2. شرکت کنندگان و رویه
4.3. اندازه گیری
4.4. تجزیه و تحلیل و نتایج
5. مطالعه 3
5.1. طراحی و محرک های مطالعه
5.2. محرک ها
5.3. شرکت کنندگان و رویه
5.4. سنجش
5.5. تجزیه و تحلیل و نتایج
6. مطالعه 4
6.1. طراحی و محرک های مطالعه
6.2. شرکت کنندگان و رویه
6.3. سنجش
6.4. تجزیه و تحلیل و نتایج
7. بحث کلی
8. مشارکت های نظری
9. مفاهیم مدیریتی
10. محدودیت ها و تحقیقات آتی
ضمیمه A. فهرست نام های تجاری و نشان های تجاری مورد استفاده در مطالعات
پیوست B. دستورالعمل های آزمایش (مطالعه 2، 3 و 4)
دستورالعمل ها
منابع
Abstract
Keywords
1. Introduction
2. Literature review
2.1. Gamification of advertising
2.2. Pictorial versus textual information and their influence on memory
3. Study 1
3.1. Study design and stimuli
3.2. Participants and procedure
3.3. Measurement
3.4. Analysis and results
4. Study 2
4.1. Study design and stimuli
4.2. Participants and procedure
4.3. Measurement
4.4. Analysis and results
5. Study 3
5.1. Study design and stimuli
5.2. Stimuli
5.3. Participants and procedure
5.4. Measurement
5.5. Analysis and results
6. Study 4
6.1. Study design and stimuli
6.2. Participants and procedure
6.3. Measurement
6.4. Analysis and results
7. General discussion
8. Theoretical contributions
9. Managerial implications
10. Limitations and future research
CRediT authorship contribution statement
Declaration of Competing Interest
Appendix A. List of brand names and brand logos used in the studies
Appendix B. Experimentation instructions (Study 2, 3 and 4)
Instructions
References
چکیده
در حالی که مطالعات زیادی در مورد گیمیفیکیشن تبلیغات وجود دارد، اطلاعات کمی در مورد نحوه پردازش انواع مختلف عناصر برند (لوگوها و نام‌ها) در بازی‌های رایانه‌ای توسط مصرف‌کنندگان و اینکه آیا تفاوت‌ها در پردازش اطلاعات منجر به تغییرات در حافظه برند می‌شود، وجود دارد. این شکاف با انجام سه آزمایش دقیق برطرف می شود. در مطالعه 2 متوجه شدیم که، به طور کلی، لوگوهای برند منجر به حافظه قوی تری نسبت به نام های تجاری می شوند - چیزی که به عنوان اثر برتری تصویر شناخته می شود. مطالعه 3 شرایطی را بررسی می کند که در آن اثر برتری تصویر خنثی می شود. متوجه شدیم که وقتی سرعت یک بازی رایانه ای کاهش می یابد، نام ها و آرم ها حافظه مشابهی ایجاد می کنند. در نهایت، در مطالعه 4، بررسی می‌کنیم که آیا می‌توان اثر برتری تصویر را نیز در زمینه بازی‌های پرسرعت خنثی کرد. متوجه می‌شویم که در بازی‌های سریع، اگر تمایز فیزیکی عناصر برند افزایش یابد، هم آرم‌ها و هم نام‌ها در حافظه مشابهی ظاهر می‌شوند.
توجه! این متن ترجمه ماشینی بوده و توسط مترجمین ای ترجمه، ترجمه نشده است.
Abstract
While a plethora of studies on gamification of advertising exists, little is known about how consumers process different types of brand elements (logos and names) placed in computer games, and whether differences in information processing lead to variations in brand memory. This gap is addressed by conducting three rigorous experiments. In Study 2 we find that, in general, brand logos lead to stronger memory than brand names – something known as the picture superiority effect. Study 3 examines the condition where the picture superiority effect is neutralized. We find that when the speed of a computer game is reduced, names and logos develop similar memory. Finally, in Study 4, we examine whether the picture superiority effect can be neutralized also in the context of high-speed games. We find that in fast games if the physical distinctiveness of the brand elements is increased, both logos and names yield in similar memory.
Introduction
Marketers have bemoaned the efficacy of print and television ads for decades. Most often they incur heavy expenses for these ads upfront and observe low levels of benefits at a later point of time. In comparison, marketing using digital tools is an invigorating change due to the widespread reach and speedy proliferation of the Internet. One such tool that has gained momentum in recent times is the gamification of advertising, also commonly known as in-game advertising (IGA) or advergames. This refers to the practice of embedding brand elements and persuasive messages about the advertised brands in video games (Babin, Herrmann, Kacha, & Babin, 2021; Eisingerich, Marchand, Fritze, & Dong, 2019; Park & Kim, 2013; Terlutter & Capella, 2013; Yi, Lee, & Kim, 2019). For example, the movie Ironman was advertised in a game called Sims 3 by including dynamic advertising posters of the film in the game. In another instance, a U.S. based company, Cascadian Farm, that sells organic farming products placed its brand in a highly popular game called Farmville 2 available on Facebook, and allowed the players to plant branded blueberries in the gaming environment. Marketers have been spending a lot of money on IGA and advergames to reach out to their target audiences. Approximately 4.91 billion USD were spent in 2016 on gamification of advertising and this expenditure is projected to grow to 11.94 billion USD by the end of 2021 (Gough, 2018).
Limitations and future research
Our research has its own set of limitations that can be suitably addressed in future studies. First and foremost, our research findings are directly applicable for those brands which have separate logos and brand names (e.g., Nike, Apple, etc.) but may not be so relevant for those brands where these is no explicit distinction between the two (e.g., Cadbury). Therefore, it is essential that future research should be conducted by comparing the effects of these two types of brands mentioned above and precisely examine whether brand with integrated logos and names (e.g., Toys “R” Us) lead to similar perceptual and conceptual fluencies that affect brand memory.
H1. In an IGA, exposure to brand logos results in higher brand memory than brand names.
H2. In a fast IGA, exposure to brand logos results in higher brand memory than brand names.
H3. In a slow IGA, exposure to brand logos and brand names result in similar brand memory.
H4. In a fast IGA with less physically distinctive brand elements, exposure to brand logos results in higher brand memory than brand names.
H5. In a fast IGA with more physically distinctive brand elements, exposure to brand names results in similar brand memory.