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

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

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 ... View more
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