The effect of video game placements on brand attitude

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L. Kuhn, Kerri-Ann
Pope, Nigel
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E. Iyer

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2010
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Boston, United States

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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.

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Proceedings of 2010 AMA Summer Educators Conference 2010: Enhancing Knowledge Development in Marketing

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Marketing Communications

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