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| Tekijä: | Bauer, H. H. Grether, M. Sattler, C. |
| Otsikko: | Internetspiele als Marketinginstrument für Low-Involvement Produkte |
| Lehti: | Marketing: Zeitschrift für Forschung und Praxis
2002 : VOL. 24:4, p. 265-276 |
| Asiasana: | LEISURE INDUSTRY MARKETING CONSUMERS INTERNET INFORMATION BRANDS IMAGE |
| Kieli: | ger |
| Tiivistelmä: | Consumers who purchase low-involvement products do not process much information prior buying a specific product and do not surf on a supplier's homepage to get information about the product. Therefore, companies that offer this kind of products have to look for other benefits they provide in order to gain traffic on their website. Recently, they offer games to attract consumers. The authors answer the question what benefits the companies will receive. The article identifies four goals: brand awareness, image, imagery, and buying intention. Those people who go on the website and play games such as "Die Moorhuhnjagd" perceive a different kind of image and a more vivid imagery then those people who have never played the game. |
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