The effect of product placement in computer games on brand attitude and recall

Media fragmentation and proliferation, in concert with declining television advertising efficacy, has engendered interest in developing more effective ways to reach consumers – particularly non-users of a brand. This study explores the effect of active product placement in computer games on both brand attitude (Abrand) and recall. Findings suggest that exposure to a particular brand in a computer game can increase Abrand among consumers whose pre-existing attitude towards the brand in question is fairly low. It was concluded that product placement within computer games is an effective means of fostering high spontaneous brand recall and even of influencing consumers less positively predisposed towards a brand (analogous to non-users). These findings have promising managerial implications for firms looking to grow their customer base through acquisition and conversion.

Condensing a priori data for recognition based augmented reality

My research proposes novel methods to reduce the cardinality of a priori data used in recognition based augmented reality, whilst retaining distinctive and persistent features in the sets. This research will help reduce latency and increase accuracy in recognition based pose estimation systems, thus improving the user experience for augmented reality applications.

Viewing the leadership narrative through alternate lenses: an autoethnographic investigation

This conceptual-theoretical article revisits the work of Parry and Hansen on the nature of the organizational story as leadership. The present article is written in the autoethnographic style. The original narrative work is re-examined through the lenses of autoethnography, narrative theory, metaphor/discourse, critical realism and conventional quantitative research. The insights provided by this methodological triangulation are examined. The conclusion is that organizational stories will reflect leadership if they are plausible to the intended audience, give all organizational members an empowered part in the story, have a moral to the story, and have a happy ending. The overarching theme that is proposed is of leadership as the generation of individual hope for a better existence.