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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| Main Author: | |
| 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: |
| Summary: | 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 variables to measure the effectiveness of product placement. Four versions of a real online car racing video game were developed to test the four experimental conditions: 1℗=℗high repetition and familiar brand; 2℗=℗low repetition and familiar brand; 3℗=℗high repetition and unfamiliar brand; and 4℗=℗low repetition and unfamiliar brand. This experiment allowed to find out that consumers recall better familiar than unfamiliar brands placed in a video game. Familiar brands also performed better in a brand recognition measure than unfamiliar brands while no interaction effect of repetition was found for both familiar and unfamiliar brands. This project resulted in the following publication: Mart©Ư-Parre©ło, J., Bermejo-Berros, J., & Ald©Łs-Manzano, J. (2017). Product placement in video games: The effect of brand familiarity and repetition on consumerś memory. Journal of Interactive Marketing, 38, 55́63. Retrieved from https://www.sciencedirect.com/science/article/pii/S1094996816300779. |
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| Physical Description: | 1 online resource. |
| Bibliography: | Includes bibliographical references and index. |
| ISBN: | 9781526467409 1526467402 |
| Source of Description, Etc. Note: | Description based on XML content. |