Effects of Game-Product Congruence on Game-Players’ Brand Attitude in Mobile Games: A Review
نویسندگان
چکیده
منابع مشابه
Get in the Game: the Effects of Game-product Congruity and Product Placement Proximity on Game Players’ Processing of Brands Embedded in Advergames
This study examined the effects of congruity and proximity on game players’ brand memory, attitude toward the brand, and resources available at encoding for advergames. A 2(congruity) x 2(proximity) x 2(advergame) repeated-measures experiment was used. Implicit memory was measured using a word-fragment completion task while explicit memory was measured using a recognition test. Attitude toward ...
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Introduction: Video games are common cultural issues with great influence in all societies. One of the important cognitive effects of video games is on creating stress on video players. The present research objective was to study different types of stress in players based on video game styles. Methods: A total of 80 players, aged 18 to 30 years, played four types of video games; Ru...
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Media fragmentation and proliferation, in concert with declining television advertising efficacy, has engendered interest in developing more effective ways to reach consumers – particularly current 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 ...
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ژورنال
عنوان ژورنال: International Journal of Academic Research in Business and Social Sciences
سال: 2019
ISSN: 2222-6990
DOI: 10.6007/ijarbss/v9-i4/5830