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Co-branding with mobile games in China : how fantasy figures function as marketing tools

Li, Ziwei (2018) Co-branding with mobile games in China : how fantasy figures function as marketing tools.

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Abstract:Introduction: Because of the prosperous development of mobile games, companies co-brand with mobile games by utilizing fantasy figures as their endorsers. This study aims to understand how the attractiveness of fantasy figures and the congruence of fantasy figures with brands influence consumers’ attitudes and behaviors. Methodology: The study used a 2 × 2 × 2 experimental design. Two levels of attractiveness (high/low) and congruence (high/low) were manipulated with two product types (a Lenovo computer and a Red Bull drink), which were combined as eight experimental conditions. In the research model, attractiveness and congruence (the independent variables) were assumed to directly influence purchase intention (the dependent variable). Attitude towards advertisements was expected to be a mediator between the independent and dependent variables. Results: In this study, there were no main effects of attractiveness on attitude towards advertisements and purchase intention. Attractiveness also had a very weak correlation with attitude towards advertisements and purchase intention. In contrast, congruence was found to have a main effect on attitude towards advertisements in the Red Bull drink group. In addition, congruence tended to have a significant influence on purchase intention. Furthermore, attitude towards advertisements was confirmed as a mediator between congruence and purchase intention. Conclusions: Congruence, rather than attractiveness, was the factor affecting attitude towards advertisements. Attitude towards advertisements was the mediator between congruence and purchase intention.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/74483
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