THE EFFECT OF BRAND FAMILIARITY AND REPETITION OF PRODUCT PLACEMENT IN VIDEO GAMES
(주)코리아스칼라
- 최초 등록일
- 2016.08.09
- 최종 저작일
- 2016.07
- 11페이지/ 어도비 PDF
- 가격 4,200원
* 본 문서는 배포용으로 복사 및 편집이 불가합니다.
서지정보
ㆍ발행기관 : 글로벌지식마케팅경영학회(GFMC)
ㆍ수록지정보 : Global Marketing Conference
ㆍ저자명 : José Martí-Parreño, Jesús Bermejo-Berros, Joaquín Aldás-Manzano
영어 초록
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.
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