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This study aims to examine the effect of game newness and game interactivity on players’ brand recall and brand attitude using contrast effect, mind-engagement and transfer effect theories.

A 2 (newness: congruent or incongruent) × 2 (game interactivity: high or low) between-subjects measures design was conducted. A total of 224 undergraduate management students participated in the study. A 2 × 2 between-subjects measures multivariate analysis of variance was used to test the hypotheses.

Findings show that incongruent-newness results in higher brand recall but less favorable brand attitude. Under incongruent-newness condition, high interactivity results in higher brand recall. However, under congruent-newness condition, both high- and low-interactivity conditions result in similar brand recall. Under congruent-newness condition, high interactivity results in more favorable brand attitude, whereas under incongruent-newness condition, both high- and low-interactivity conditions result in similar brand attitude.

Developing high brand recall rates and attitudes are the prime goals of advertisers for selecting a medium to promote their brands. This experimental study adds to the knowledge of online media advertising, especially in-game advertising (IGA) as a media-strategy to advertise brands taking newness and game-interactivity factors into consideration.

From the perspectives of attention, cognitive elaboration, engagement and transportation of experience, this study adds to the literature of IGA by examining the impact of newness and game interactivity.

Se analiza el efecto de la congruencia de la novedad del juego y su interactividad en el recuerdo y la actitud hacia la marca de los jugadores utilizando las teorías de contrast effect, mind-engagement y transfer effect.

Se desarrolló un diseño de 2 (novedad: congruente o incongruente) x 2 (interactividad de juego: alta o baja) de medidas entre sujetos. 224 estudiantes de administración participaron en el estudio. Para contrastar las hipótesis se utilizó un MANOVA de medidas entre sujetos de 2 x 2.

Los hallazgos muestran que cuando la novedad es incongruente es mayor el recuerdo de la marca, pero la actitud es menos favorable. Bajo la condición de novedad incongruente, la alta interactividad motiva mayor recuerdo de la marca. Sin embargo, en la condición de novedad congruente, tanto las condiciones de alta como las de baja interactividad resultan en el mismo nivel de recuerdo de marca. Si la novedad es congruente, la alta interactividad conduce a una actitud de marca más favorable, mientras que, en condiciones de novedad incongruente, tanto la alta como baja interactividad conducen a una actitud hacia la marca similar.

Lograr altos índices de recuerdo y actitudes positivas hacia la marca son los objetivos principales de los anunciantes al seleccionar un medio para anunciar sus marcas. Este estudio avanza en el conocimiento de la publicidad online, especialmente la publicidad en juegos como estrategia de medios para anunciar marcas teniendo en cuenta la novedad e interactividad de los juegos.

Desde las perspectivas de la atención, la elaboración cognitiva, el compromiso y la experiencia, este estudio contribuye a la literatura de la publicidad en juegos al examinar el impacto de la novedad y la interactividad de los juegos.

The study aims to explore how concept stores (theoretically) differ from other experience-based retail formats, and hence, how they (practically) contribute to a diversified retail store portfolio.

Case study based on semi-structured, qualitative interviews with seven IKEA retail managers, three industry experts and 26 customers of IKEA concept stores in London and Stockholm.

The concept store represents a conceptual departure from other experiential store formats. It is neither fully experiential in the sense that it is not only about marketing communications nor is it sales or profit-focused. Its aim is to be an accessible touchpoint that reduces friction on a diversified customer journey with its value to the retail portfolio being that it attracts new and latent customers, mitigates existing inhibiting factors and drives them to other touchpoints.

Ideas about the different characteristics of new store formats and their potential to shape the customer experience are extended. New formats reflect innovation in retailing and are part of a retail portfolio which generates different customer expectations and determinants from traditional store formats which provide the customers' existing reference point.

The contributions of new formats should be evaluated in light of other existing formats in the portfolio and not isolated. This is particularly true when considering format cannibalisation and the potentially extended customer journey that arises when customers use traditional format stores and new concept format stores simultaneously.

Previous research, using sales metrics and market-based results as performance determinants, suggests negative outcomes for format diversification. Our study suggests that the contributions of the concept store format should be viewed from an overall customer journey perspective and the “performance” of different format based touchpoints are not best captured through traditional sales evaluation methods.