The effect of video game placements on brand attitude
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.
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.
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|Item Type:||Conference Paper|
|Keywords:||video games, product placement, brand attitude|
|Subjects:||Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Communications (150502)|
|Divisions:||Current > QUT Faculties and Divisions > QUT Business School|
Current > Schools > School of Advertising, Marketing & Public Relations
|Copyright Owner:||Copyright 2010 [please consult the authors]|
|Deposited On:||10 Jan 2011 11:24|
|Last Modified:||01 Mar 2012 00:30|
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