The effect of video game placements on brand attitude

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Title The effect of video game placements on brand attitude
Author Kuhn, Kerri-Ann L.; Pope, Nigel Kenneth
Publication Title Proceedings of 2010 AMA Summer Educators Conference 2010: Enhancing Knowledge Development in Marketing
Editor E. Iyer
Year Published 2010
Place of publication Boston, United States
Publisher AMA
Abstract This study explores the effects of use-simulated and peripheral placements in video games on attitude to the brand. Results indicate that placements do not lead to enhanced brand attitude, even when controlling for involvement and skill. It appears this is due to constraints on brand information processing in a game context.
Peer Reviewed Yes
Published Yes
Publisher URI http://www.marketingpower.com/Community/ARC/Pages/Connections/Conferences/Summer2010/default.aspx
ISBN 9781617822537
Conference name Summer AMA 2010
Location Boston, United States
Date From 2010-08-13
Date To 2010-08-16
URI http://hdl.handle.net/10072/39046
Date Accessioned 2011-03-29
Language en_US
Faculty Griffith Business School
Subject Marketing Communications
Publication Type Conference Publications (Full Written Paper - Refereed)
Publication Type Code e1

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