KOREASCHOLAR

THE EFFECT OF BRAND FAMILIARITY AND REPETITION OF PRODUCT PLACEMENT IN VIDEO GAMES

José Martí-Parreño, Jesús Bermejo-Berros, Joaquín Aldás-Manzano
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/315026
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Global Marketing Conference
2016 Global Marketing Conference at Hong Kong (2016.07)
pp.725-735
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

A factorial design 2 (high repetition vs low repetition) x 2 (high brand familiarity vs low brand familiarity) is used to test the effects of repetition and brand familiarity on consumers’ memory for brands placed in video games. Consumers recalled better familiar brands and repetition increased recall for familiar brands.

Keyword
brand familiarityrepetitionproduct placementvideo gameconsumer
Author
  • José Martí-Parreño(European University of Valencia, Spain)
  • Jesús Bermejo-Berros(University of Valladolid, Spain)
  • Joaquín Aldás-Manzano(University of Valencia, Spain)