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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 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 for the in- game brand. Key words: Brand Placement; In-Game Advertising; Brand Memory; Brand Attitude; Involvement; Limited Capacity Model (LCM) 2

Authors: Kim, Eunice. and Eastin, Matthew.
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Running Head: EFFECTS OF EXTERNAL BRAND PLACEMENT 
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 for the in-
game brand.  
       Key words: Brand Placement; In-Game Advertising; Brand Memory; Brand Attitude; 
Involvement; Limited Capacity Model (LCM)
2


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