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Brand logos versus brand names: A comparison of the memory effects of textual and pictorial brand elements placed in computer games

Tathagata Ghosh, S. Sreejesh, Yogesh Dwivedi Orcid Logo

Journal of Business Research, Volume: 147, Pages: 222 - 235

Swansea University Author: Yogesh Dwivedi Orcid Logo

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DOI (Published version): 10.1016/j.jbusres.2022.04.017

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...

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Published in: Journal of Business Research
ISSN: 0148-2963
Published: Elsevier BV 2022
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URI: https://cronfa.swan.ac.uk/Record/cronfa59789
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first_indexed 2022-04-11T10:12:22Z
last_indexed 2023-01-11T14:41:17Z
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spelling 2022-11-21T17:22:03.0464232 v2 59789 2022-04-11 Brand logos versus brand names: A comparison of the memory effects of textual and pictorial brand elements placed in computer games d154596e71b99ad1285563c8fdd373d7 0000-0002-5547-9990 Yogesh Dwivedi Yogesh Dwivedi true false 2022-04-11 BBU 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. Journal Article Journal of Business Research 147 222 235 Elsevier BV 0148-2963 Brand name,Brand logo,Brand memory,In-game advertising,Picture superiority effect 1 8 2022 2022-08-01 10.1016/j.jbusres.2022.04.017 COLLEGE NANME Business COLLEGE CODE BBU Swansea University SU Library paid the OA fee (TA Institutional Deal) None 2022-11-21T17:22:03.0464232 2022-04-11T11:09:29.0063629 Faculty of Humanities and Social Sciences School of Management - Business Management Tathagata Ghosh 1 S. Sreejesh 2 Yogesh Dwivedi 0000-0002-5547-9990 3 59789__23898__1dc8d81b76054f3db5a8b72452c96686.pdf 59789.pdf 2022-04-20T14:31:08.3575090 Output 1127851 application/pdf Version of Record true Released under the terms of a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0) true eng http://creativecommons.org/licenses/by-nc-nd/4.0/
title Brand logos versus brand names: A comparison of the memory effects of textual and pictorial brand elements placed in computer games
spellingShingle Brand logos versus brand names: A comparison of the memory effects of textual and pictorial brand elements placed in computer games
Yogesh Dwivedi
title_short Brand logos versus brand names: A comparison of the memory effects of textual and pictorial brand elements placed in computer games
title_full Brand logos versus brand names: A comparison of the memory effects of textual and pictorial brand elements placed in computer games
title_fullStr Brand logos versus brand names: A comparison of the memory effects of textual and pictorial brand elements placed in computer games
title_full_unstemmed Brand logos versus brand names: A comparison of the memory effects of textual and pictorial brand elements placed in computer games
title_sort Brand logos versus brand names: A comparison of the memory effects of textual and pictorial brand elements placed in computer games
author_id_str_mv d154596e71b99ad1285563c8fdd373d7
author_id_fullname_str_mv d154596e71b99ad1285563c8fdd373d7_***_Yogesh Dwivedi
author Yogesh Dwivedi
author2 Tathagata Ghosh
S. Sreejesh
Yogesh Dwivedi
format Journal article
container_title Journal of Business Research
container_volume 147
container_start_page 222
publishDate 2022
institution Swansea University
issn 0148-2963
doi_str_mv 10.1016/j.jbusres.2022.04.017
publisher Elsevier BV
college_str Faculty of Humanities and Social Sciences
hierarchytype
hierarchy_top_id facultyofhumanitiesandsocialsciences
hierarchy_top_title Faculty of Humanities and Social Sciences
hierarchy_parent_id facultyofhumanitiesandsocialsciences
hierarchy_parent_title Faculty of Humanities and Social Sciences
department_str School of Management - Business Management{{{_:::_}}}Faculty of Humanities and Social Sciences{{{_:::_}}}School of Management - Business Management
document_store_str 1
active_str 0
description 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.
published_date 2022-08-01T04:17:21Z
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score 11.037166

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