The effect of brand familiarity and repetition of product placement in video games
| dc.contributor.author | Martí Parreño, José | |
| dc.contributor.author | Bermejo Berros, Jesús | |
| dc.contributor.author | Aldás Manzano, Joaquín | |
| dc.date.accessioned | 2016-09-20T08:54:32Z | |
| dc.date.available | 2016-09-20T08:54:32Z | |
| dc.date.issued | 2016 | |
| dc.description.abstract | A factorial design 2 (high repetition vs low repetition) x 2 (high brand familiarity vs low brand familiarity) is used to test the effects of repetition and brand familiarity on consumers’ memory for brands placed in video games. Consumers recalled better familiar brands and repetition increased recall for familiar brands. | spa |
| dc.description.filiation | UEV | spa |
| dc.description.impact | No data (2016) | spa |
| dc.description.sponsorship | Ministerio de Economía y Competitividad (CSO2013-42506-R) | spa |
| dc.identifier.citation | Martí-Parreño, J., Bermejo-Berros, J., & Aldás-Manzano, J. (2016). The effect of brand familiarity and repetition of product placement in video games. In Global Marketing Conference Proceedings (Hong Kong, July 21-24 2016) (pp. 725-735). DOI: 10.15444/GMC2016.05.09.02 | spa |
| dc.identifier.doi | 10.15444/GMC2016.05.09.02 | |
| dc.identifier.issn | 19768699 | |
| dc.identifier.uri | http://hdl.handle.net/11268/5784 | |
| dc.language.iso | eng | spa |
| dc.peerreviewed | Si | spa |
| dc.rights.accessRights | restricted access | spa |
| dc.subject.uem | Videojuegos | spa |
| dc.subject.uem | Consumidores - Conducta | spa |
| dc.subject.unesco | Consumidor | spa |
| dc.subject.unesco | Vídeojuego | spa |
| dc.title | The effect of brand familiarity and repetition of product placement in video games | spa |
| dc.type | conference output | spa |
| dspace.entity.type | Publication | |
| relation.isAuthorOfPublication | ba51a661-8935-46fc-ab93-a1b1d14c502b | |
| relation.isAuthorOfPublication.latestForDiscovery | ba51a661-8935-46fc-ab93-a1b1d14c502b |