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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 their gaming experience, players may become involved with a brand-related stimulus, and the stimulus is likely to serve roles as allocating attention consciously to brand-congruent stimuli. The more links a person has for a new brand message to previously stored brand stimulus, the better the brand will be stored, which is likely to lead to greater brand memory. In contrast, players’ memory for a new brand will not be greater when the new brand stimulus is less linked to the brand stimuli they experience. When there are competing brands in the game versus external brands, the following research hypothesis is proposed: H2-a: Players experiencing a competing external brand during game play will produce lower recognition for the in-game brand compared to players experiencing an identical external brand to the in-game brand. H2-b: Players experiencing a competing external brand during game play will produce lower recall for the in-game brand compared to players experiencing an identical external brand to the in-game brand. According to Russell (1998), positive feelings elicited by an emotionally rich media extend to the brands placed within the media. As mentioned above, an individual’s involvement with a certain brand experience during game play may create an engaging atmosphere, leading to enhanced and stronger levels of attitude towards the brand-related stimulus. Therefore, there is a greater likelihood of producing a more positive attitude towards a brand that is identical to the stimulus compared to other competing brands that do not appear in the game. In other words, it is hypothesized: H2-c: Players experiencing a competing external brand during game play will produce negative attitude for the in-game brand compared to players experiencing an identical external brand to the in-game brand. 10

Authors: Kim, Eunice. and Eastin, Matthew.
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Running Head: EFFECTS OF EXTERNAL BRAND PLACEMENT 
their gaming experience, players may become involved with a brand-related stimulus, and the 
stimulus is likely to serve roles as allocating attention consciously to brand-congruent stimuli. 
The more links a person has for a new brand message to previously stored brand stimulus, the 
better the brand will be stored, which is likely to lead to greater brand memory. In contrast, 
players’ memory for a new brand will not be greater when the new brand stimulus is less linked 
to the brand stimuli they experience. When there are competing brands in the game versus 
external brands, the following research hypothesis is proposed:  
H2-a: Players experiencing a competing external brand during game play will produce 
lower recognition for the in-game brand compared to players experiencing an identical 
external brand to the in-game brand.  
H2-b: Players experiencing a competing external brand during game play will produce 
lower recall for the in-game brand compared to players experiencing an identical external 
brand to the in-game brand.  
According to Russell (1998), positive feelings elicited by an emotionally rich media 
extend to the brands placed within the media. As mentioned above, an individual’s involvement 
with a certain brand experience during game play may create an engaging atmosphere, leading to 
enhanced and stronger levels of attitude towards the brand-related stimulus. Therefore, there is a 
greater likelihood of producing a more positive attitude towards a brand that is identical to the 
stimulus compared to other competing brands that do not appear in the game. In other words, it is 
hypothesized:
H2-c: Players experiencing a competing external brand during game play will produce 
negative attitude for the in-game brand compared to players experiencing an identical 
external brand to the in-game brand.  
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