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.

• Joaquín Aldás-Manzano(University of Valencia, Spain)
• Jesús Bermejo-Berros(University of Valladolid, Spain)
• José Martí-Parreño(European University of Valencia, Spain)