Effectiveness of In-game Advertisement: An Examination of Repetition Effect, Brand Familiarity and the Relationship Between Gaming Skills and Advertising Execution

The aim of this study is to examine whether repeated exposure to brands in sport video games affects brand awareness, attitudes, and purchase intention. In addition, it will also examine the effect of brand familiarity and the relationship of gaming skills and different types of in-game advertising on brand awareness. For the purpose of this study, an experimental research design was employed by varying the number of exposures to advertisement...