The effect of video game placements on brand attitude
| Data(s) |
01/08/2010
|
|---|---|
| Resumo |
This study explores the effects of use-simulated and peripheral placements in video games on attitude to the brand. Results indicate that placements do not lead to enhanced brand attitude, even when controlling for involvement and skill. It appears this is due to constraints on brand information processing in a game context. |
| Formato |
application/pdf |
| Identificador | |
| Publicador |
American Marketing Association |
| Relação |
http://eprints.qut.edu.au/39463/1/c39463.pdf http://www.marketingpower.com/Calendar/Pages/SummerMarketingEducators'ConferenceBoston.aspx Kuhn, Kerri-Ann & Pope, Nigel K.L. (2010) The effect of video game placements on brand attitude. In Proceedings of American Marketing Association Summer Marketing Educators’ Conference, American Marketing Association, Boston Marriott Copley, Boston. |
| Direitos |
Copyright 2010 [please consult the authors] |
| Fonte |
QUT Business School; School of Advertising, Marketing & Public Relations |
| Palavras-Chave | #150502 Marketing Communications #video games #product placement #brand attitude |
| Tipo |
Conference Paper |
