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RESEARCH PRODUCT
Product placement in video games: The effect of brand familiarity and repetition on consumers´ memory
Joaquín Aldás ManzanoJesús Bermejo-berrosJosé Martí-parreñosubject
MarketingRepetition (rhetorical device)RecallBrand awareness05 social sciences050801 communication & media studiesAdvertisingMarca registrada0508 media and communicationsVideojuegosComputerApplications_GENERAL0502 economics and businessVídeojuego050211 marketingProduct placementBusiness and International ManagementPsychologyVideo gameMarcas comercialesComputingMilieux_MISCELLANEOUSdescription
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, limitations, and future research are also addressed. Ministerio de Economía y Competitividad (CSO2013-42506-R) 3.864 JCR (2017) Q1, 24/140 Business UEV
| year | journal | country | edition | language |
|---|---|---|---|---|
| 2017-05-01 |