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Exploring the Effects of External Brand Placement on Game Players’ Processing of In-Game Brand

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Abstract:

There are many branded game-related products, which we call as external brands. This study explores the effects of external brand experience during game play on players’ processing of in-game brand. Results reveal that the in-game brand is better recalled by players experiencing an identical external brand to the in-game brand than players experiencing no external brand or a competing brand. Brand memory was greater for the competing external brand than the in-game brand.

Most Common Document Word Stems:

game (255), brand (255), extern (161), in-gam (102), player (96), experi (77), effect (73), advertis (65), placement (63), play (58), 1 (55), compet (54), process (46), recal (46), condit (44), video (40), attitud (39), p (37), tenni (37), experienc (37), incongru (33),
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Name: Association for Education in Journalism and Mass Communication
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http://www.aejmc.org


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URL: http://citation.allacademic.com/meta/p520812_index.html
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MLA Citation:

Kim, Eunice. and Eastin, Matthew. "Exploring the Effects of External Brand Placement on Game Players’ Processing of In-Game Brand" Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, Renaissance Grand & Suites Hotel, St. Louis, MO, Aug 10, 2011 <Not Available>. 2014-11-25 <http://citation.allacademic.com/meta/p520812_index.html>

APA Citation:

Kim, E. and Eastin, M. , 2011-08-10 "Exploring the Effects of External Brand Placement on Game Players’ Processing of In-Game Brand" Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, Renaissance Grand & Suites Hotel, St. Louis, MO Online <PDF>. 2014-11-25 from http://citation.allacademic.com/meta/p520812_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: There are many branded game-related products, which we call as external brands. This study explores the effects of external brand experience during game play on players’ processing of in-game brand. Results reveal that the in-game brand is better recalled by players experiencing an identical external brand to the in-game brand than players experiencing no external brand or a competing brand. Brand memory was greater for the competing external brand than the in-game brand.


Similar Titles:
Do Violent Video Games Impair the Effectiveness of In-Game Advertisements? The Impact of Gaming Environment on Brand Recall, Brand Attitude, and Purchase Intention

Brand Logo Placements in Violent Games: Effects of Violence Cues on Memory and Attitude

The “Boomerang Effect” of Disclosures: How Placement Disclosures Affect Brand Memory, Persuasion Knowledge, and Brand Attitude


 
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