*Research Scholar, Faculty of Management, Pacific Academy of Higher Education and Research University, India. puja.vora2000@gmail.com
**Professor, G. H. Patel Post Graduate Institute of Business Management, Sardar Patel University. Gujarat, India. mmjayswal@yahoo.co.in
With the development of internet infrastructure in India, marketing practices bring innovation in promotional and brand building activities. Advergame is at its introductory stage very trendy technique to build up brand building activities. The main purpose of this paper is to establish the relationship between demographic factors and brand equity in context of advergame. It testifies that whether demographic factors are playing vital role in creating brand equity in context of advergames in Gujarat (India). This paper covers descriptive-cross sectional design with youngsters as a sample of Gujarat region. The statistical tools like frequency analysis, MANOVA, and ANOVA have been used. Impact of demographic factors i.e. age, education and occupation are found significant on brand equity. Brand awareness/brand association is significant to the age and occupation factors whereas brand loyalty and brand awareness are significant to education. This study will be useful to those involved in advergame and branding through advergame. Besides, it is appropriate for both academics and practitioners.
Demographic Factors, Advergame, Branding, Brand Awareness, Brand equity
