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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 Hypothesis 2: Identical vs. Competing external brand Game players who experienced an identical external brand were compared to players who experienced a competing external brand that is congruent to the brand (Wilson) in order to control for any congruence effect. A chi-square analysis indicated that recognition for the in- game brand (Prince) in the identical brand experience condition (Prince) was not significantly different from the competing brand experience condition (Wilson), χ²(1) = 2.69, p > .05. Thus, H2-a was not supported. Turning to H2-b, the results indicated that recall for the in-game brand was significantly different between two game player groups. In other words, the in-game brand was recalled significantly greater when players engaged in an identical congruent brand experience (25%) than when players experienced a competing congruent brand (11%), χ²(1) = 5.50, p < .05, supporting H2-b. After controlling gender, F(1, 50) = 1.33, p> .05, video game experience, F(1, 50) = .72, p >.05, and Wii game experience, F(1, 50) = .25, p >.05, the main effect for in-game and external brand identicalness on in-game brand attitude was not significant, F(1, 50) = 1.03, p > .05, η p 2 = .04; thus, H2-c was not supported. The over mean for in-game brand attitude was positive. The mean was higher for the in-game brand when players experience an identical congruent brand during game play (M = 5.15, SD = 1.25) than when players experience a competing congruent brand (M = 4.77, SD = 1.22). Overall, partial support was found for H2. Hypothesis 3: Competing external brand vs. In-game brand Regarding H3-a, recognition for the competing external brand (Wilson) was compared with recognition for the in-game brand (Prince).The results showed that external brand was recognized significantly greater than in-game brand, χ²(1) = 13.07, p < .01. That is, players who experienced a competing congruent external brand produced better recognition (42%) for the 20

Authors: Kim, Eunice. and Eastin, Matthew.
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Hypothesis 2: Identical vs. Competing external brand   
Game players who experienced an identical external brand were compared to players who 
experienced a competing external brand that is congruent to the brand (Wilson) in order to 
control for any congruence effect. A chi-square analysis indicated that recognition for the in-
game brand (Prince) in the identical brand experience condition (Prince) was not significantly 
different from the competing brand experience condition (Wilson), χ²(1) = 2.69, > .05. Thus, 
H2-a was not supported. Turning to H2-b, the results indicated that recall for the in-game brand 
was significantly different between two game player groups. In other words, the in-game brand 
was recalled significantly greater when players engaged in an identical congruent brand 
experience (25%) than when players experienced a competing congruent brand (11%), χ²(1) = 
5.50, < .05, supporting H2-b. After controlling gender, F(1, 50) = 1.33, p> .05, video game 
experience, F(1, 50) = .72, >.05, and Wii game experience, F(1, 50) = .25, >.05, the main 
effect for in-game and external brand identicalness on in-game brand attitude was not significant, 
F(1, 50) = 1.03, > .05, η
= .04; thus, H2-c was not supported. The over mean for in-game 
brand attitude was positive. The mean was higher for the in-game brand when players experience 
an identical congruent brand during game play (M = 5.15, SD = 1.25) than when players 
experience a competing congruent brand (M = 4.77, SD = 1.22). Overall, partial support was 
found for H2.
Hypothesis 3: Competing external brand vs. In-game brand   
Regarding H3-a, recognition for the competing external brand (Wilson) was compared 
with recognition for the in-game brand (Prince).The results showed that external brand was 
recognized significantly greater than in-game brand, χ²(1) = 13.07, < .01. That is, players who 
experienced a competing congruent external brand produced better recognition (42%) for the 

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