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Association: Name: Association for Education in Journalism and Mass Communication URL: http://www.aejmc.org
Citation: URL: http://citation.allacademic.com/meta/p520812_index.html Direct Link: HTML Code:

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>

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Publication Type: Conference Paper/Unpublished Manuscript Review Method: Peer Reviewed Abstract: There are many branded game-related products, which we call as external brands.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.

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