Abstract
[Autom. eng. transl.] The advent of "gamification" has highlighted the potential of brand games as an important junction of content marketing initiatives aimed at building a significant brand-consumer relationship. This interpretative study, conducted through a narrative-semiotic analysis of an international brand game champion, aims to map, typify and interpret the relational meaning of the different types of brand games currently designed in brand communication. The results highlight the brand games as contexts that seem to contribute to the construction of the brand-consumer relationship as an interpersonal bond characterized by different levels of cognitive and emotional commitment.
| Translated title of the contribution | [Autom. eng. transl.] The game of the parts: the brand-consumer relationship in the context of gaming |
|---|---|
| Original language | Italian |
| Pages (from-to) | 97-120 |
| Number of pages | 24 |
| Journal | MERCATI E COMPETITIVITÀ |
| DOIs | |
| Publication status | Published - 2015 |
Keywords
- approccio narrativo
- approccio semiotico
- brand game
- branded entertainment
- comunicazione di marca
- gamification
- relazione marca-consumatore