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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 Brand Recognition. Brand recognition was measured using a recognition task. Participants were presented with 12 brand names and asked to indicate whether each of the brands had appeared during game play using the yes-no procedure. 6 brand names represented the brands that appeared (target brands) and 6 brands were those that did not appear during game play (foil brands). To block out any effects due to comparison across different categories, the foil brands were within the same product category as the target brands. Players’ recognition for the external and in-game brand was separately analyzed. Again, players in condition 1 and 4 were excluded from the external brand recognition analysis. For each analysis, a ‘1’ was scored if the brand was correctly recognized and a ‘0’ was scored if the brand was not recognized. Of the participants, 47% correctly recognized the in-game brand. The external brand recall was correctly recognized by 77% of respondents in condition 2 and 3. Brand Attitude. The questionnaire measured participants’ attitude towards the in-game brand (Prince) and the external brand they experienced during game play (Wilson or Columbia). Players in condition 1 and 4 were asked to indicate their attitudes towards the brand ‘Prince’ as they were only exposed to ‘Prince’ during their game play. The brand attitude was assessed using three seven-point semantic differential scales anchored by phrases “good-bad,” “pleasant- unpleasant,” and “favorable-unfavorable” (MacKenzie and Lutz, 1989). Items were collapsed to form a single attitude measure for the in-game brand (Prince), M = 5.01, SD = 1.21, α = .96. The overall mean for the external brand attitudes was also measured using the same items, M = 4.31, SD = 1.35, α = .962. The α for each external brand attitude was .97 (Wilson) and .96 (Columbia). RESULTS Brand familiarity 18

Authors: Kim, Eunice. and Eastin, Matthew.
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Running Head: EFFECTS OF EXTERNAL BRAND PLACEMENT 
Brand Recognition. Brand recognition was measured using a recognition task. 
Participants were presented with 12 brand names and asked to indicate whether each of the 
brands had appeared during game play using the yes-no procedure. 6 brand names represented 
the brands that appeared (target brands) and 6 brands were those that did not appear during game 
play (foil brands). To block out any effects due to comparison across different categories, the foil 
brands were within the same product category as the target brands. Players’ recognition for the 
external and in-game brand was separately analyzed. Again, players in condition 1 and 4 were 
excluded from the external brand recognition analysis. For each analysis, a ‘1’ was scored if the 
brand was correctly recognized and a ‘0’ was scored if the brand was not recognized. Of the 
participants, 47% correctly recognized the in-game brand. The external brand recall was 
correctly recognized by 77% of respondents in condition 2 and 3. 
Brand Attitude. The questionnaire measured participants’ attitude towards the in-game 
brand (Prince) and the external brand they experienced during game play (Wilson or Columbia). 
Players in condition 1 and 4 were asked to indicate their attitudes towards the brand ‘Prince’ as 
they were only exposed to ‘Prince’ during their game play. The brand attitude was assessed using 
three seven-point semantic differential scales anchored by phrases “good-bad,” “pleasant-
unpleasant,” and “favorable-unfavorable” (MacKenzie and Lutz, 1989). Items were collapsed to 
form a single attitude measure for the in-game brand (Prince), M = 5.01, SD = 1.21, α = .96. The 
overall mean for the external brand attitudes was also measured using the same items, M = 4.31, 
SD = 1.35, α = .962. The α for each external brand attitude was .97 (Wilson) and .96 (Columbia). 
RESULTS 
Brand familiarity 
18


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