عنوان انگلیسی مقاله:

Product Placement in Video Games: The Effect of Brand Familiarity and Repetition on Consumers’ Memory

ترجمه عنوان مقاله: نمایش محصولات در بازی های ویدئویی: اثر آشنایی و تکرار نام تجاری در حافظه مصرف کنندگان

رشته: بازاریابی

سال انتشار: 2016

تعداد صفحات مقاله انگلیسی: 8 صفحه

منبع: الزویر و ساینس دایرکت

نوع فایل: pdf

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چکیده مقاله

Product placement in video games is gaining momentum as a means to target audiences in an indirect and engaging way. This study uses a 2 (high repetition vs low repetition) × 2 (high brand familiarity vs low brand familiarity) factorial design to test the effects of repetition and brand familiarity on consumers’ memory for brands placed in video games. Results suggest that consumers recall familiar brands placed in the video game better than unfamiliar ones. Familiar brands also performed better in a brand recognition measure than unfamiliar brands. As no interaction effect of repetition was found, both familiar and unfamiliar brands will benefit equally of the effect of repetition. Managerial implications, limitations, and future research are also addressed.

Keywords: Product placement; Video games; Brand familiarity; Repetition; Recall; Recognition

مقدمه مقاله

The use of video games for advertising purposes is not new and can be tracked back to the eighties when brands such as Budweiser or Marlboro placed their brands in video games like Tapper and Pole Position. Nowadays, just in America more than 150 million of people play video games (Entertainment Software Association [ESA] 2015). This growing number of video game players has also increased advertisers’ interest to use video games as a way to approach consumers in an engaging and indirect way. More specifically video games are used to target marketing communications to young audiences (Peters and Leshner 2013; Terlutter and Capella 2013; Van Reijmersdal, Rozendaal, and Buijzen 2012).

Nevertheless, children and youngsters are not the only audience for video games as parents also play video games as a way to both socialize with their children and to monitor the content of the video games they play (ESA 2009). Older video game players also play video games because they grew up as teenagers playing video games and now they continue playing video games during adulthood. Video game developers have also broadened their target audience with older population segments seeking for new market opportunities (for example, health-related video games in the shape of exercise mobile apps or serious games such as Brain Training).

As an increasing part of the population is playing video games worldwide, and more audiences can be reached through advertising in video games, advertising in video games is gaining momentum as a marketing communications tool. In fact, advertising in video games will reach $7.2 billion by 2016 (Tassi 2011) and the expectation is for a continued expansion of these efforts going forward (Yeu et al. 2013).

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