Original paper
Effectiveness of In-game Advertisement: An Examination of Repetition Effect, Brand Familiarity and the Relationship Between Gaming Skills and Advertising Execution
Abstract
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...
Paper Details
Title
Effectiveness of In-game Advertisement: An Examination of Repetition Effect, Brand Familiarity and the Relationship Between Gaming Skills and Advertising Execution
Published Date
Jan 2, 2017
Volume
2
Issue
1
Pages
42 - 64
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Notes
History