Can visual familiarity influence attitudes towards brands? An exploratory study of advergame design and cross-cultural consumer behaviour

摘要: Abstract This paper aims to investigate the relationship between advergame design, experience and consumer behaviour across cultures. For this purpose, a study was designed compare contrast patterns Brazilian British An (Colheita de Cafe (CC)), featuring Fairtrade mark developed through semiotics approach. Participants from both Brazil (N = 30) UK (N = 34) were invited play answer questionnaire before after gameplay. The results indicate that Brazilians felt more familiar with visual elements incorporated by when compared consumers. also had favourable attitudes towards brand, suggesting familiarity could influence behaviour. Contrary our expectations, respondents same advergame, showing did not particularly experience. main contribution of is suggestion We expect findings can be used in future research examines cultural nuances design.