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Exploring the Effects of External Brand Placement on Game Players’ Processing of In-Game Brand
Unformatted Document Text:  Running Head: EFFECTS OF EXTERNAL BRAND PLACEMENT Exploring the Effects of External Brand Placement on Game Players’ Processing of In-Game Brand Eunice Kim Matthew S. Eastin The University of Texas at Austin Submitted to: The Advertising Division and Special Topics Paper Competition of the 2011 AEJMC Annual Convention 1

Authors: Kim, Eunice. and Eastin, Matthew.
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Running Head: EFFECTS OF EXTERNAL BRAND PLACEMENT 
Exploring the Effects of External Brand Placement on 
Game Players’ Processing of In-Game Brand
Eunice Kim
Matthew S. Eastin 
The University of Texas at Austin 
Submitted to:
The Advertising Division and 
Special Topics Paper Competition of the 2011 AEJMC Annual Convention
1


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