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The effect of product placement in computer games on brand attitude and recall
journal contribution
posted on 2009-01-01, 00:00 authored by T Mackay, Mike Ewing, F Newton, L WindischMedia fragmentation and proliferation, in concert with declining television advertising efficacy, has engendered interest in developing more effective ways to reach consumers – particularly non-users of a brand. This study explores the effect of active product placement in computer games on both brand attitude (Abrand) and recall. Findings suggest that exposure to a particular brand in a computer game can increase Abrand among consumers whose pre-existing attitude towards the brand in question is fairly low. It was concluded that product placement within computer games is an effective means of fostering high spontaneous brand recall and even of influencing consumers less positively predisposed towards a brand (analogous to non-users). These findings have promising managerial implications for firms looking to grow their customer base through acquisition and conversion.
History
Journal
International Journal of AdvertisingVolume
28Issue
3Pagination
423 - 438Publisher
WarcLocation
London, UKPublisher DOI
ISSN
0265-0487Language
engPublication classification
C1.1 Refereed article in a scholarly journalCopyright notice
2009, World Advertising Research CenterUsage metrics
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