Analyzing the effectiveness of product placement in video games using an experimental design / Jose Marti-Parreno.
This case study focuses on explaining how to design an experiment (2℗©℗2 factorial design) to analyze the effectiveness of product placement in video games. Brand familiarity and brand repetition were used as independent variables while brand recall and brand recognition were used as dependent varia...
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| Online Access: |
Full Text (via SAGE) |
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| Format: | Electronic eBook |
| Language: | English |
| Published: |
London :
SAGE Publications Ltd,
2019.
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| Series: | SAGE Research Methods. Cases.
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| Subjects: |
Internet
Full Text (via SAGE)Online
| Call Number: |
HF6146.P78 M37 2019
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| HF6146.P78 M37 2019 | Available |