Investigating the Effects of Active Control on Brand Recall Within In-Game Advertising
Abstract
Through the use of an experiment, this research investigates the value of active user control of brand exposure in a racing-style video game, and the moderating effect of brand familiarity. It is found that, for familiar brands only, giving the game player active control to select a branded race car or racetrack results in better recall of the brand compared to low control (passive exposure on a billboard). The effect of active control via brand...
Paper Details
Title
Investigating the Effects of Active Control on Brand Recall Within In-Game Advertising
Published Date
Jan 2, 2015
Volume
15
Issue
1
Pages
43 - 53
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