Martí Parreño, JoséBermejo Berros, JesúsAldás Manzano, Joaquín2016-09-202016-09-202016Martí-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/GMC2016.05.09.0219768699http://hdl.handle.net/11268/5784A 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.engconference output10.15444/GMC2016.05.09.02restricted accessVideojuegosConsumidores - ConductaConsumidorVídeojuego