publication . Article . 2017

Product placement in video games: The effect of brand familiarity and repetition on consumers´ memory

José Martí-Parreño; Jesús Bermejo-Berros; Joaquín Aldás-Manzano;
Open Access English
  • Published: 01 Jan 2017
  • Country: Mexico
Abstract
Product placement in video games is gaining momentum as a means to target audiences in an indirect and engaging way. This research uses a 2 (high repetition vs low repetition) x 2 (high brand familiarity vs low brand familiarity) factorial design to test the effects of repetition and brand familiarity on consumers’ memory for brands placed in video games. Results suggest that consumers recall better familiar than unfamiliar brands placed in the video game and repetition increases recall for familiar brands. Results also suggest an interaction effect of repetition on brand recognition for unfamiliar brands but not for familiar brands. Managerial implications, lim...
Subjects
free text keywords: Videojuegos, Marcas comerciales, Vídeojuego, Marca registrada, Advertising, Product placement, Psychology, Recall, Brand awareness
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publication . Article . 2017

Product placement in video games: The effect of brand familiarity and repetition on consumers´ memory

José Martí-Parreño; Jesús Bermejo-Berros; Joaquín Aldás-Manzano;