skip to content
Analyzing the effectiveness of product placement in video games using an experimental design Preview this item
ClosePreview this item
Checking...

Analyzing the effectiveness of product placement in video games using an experimental design

Author: Jose Marti Parreno
Publisher: London : SAGE Publications Ltd, 2019.
Series: SAGE Research Methods. Cases.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
This case study focuses on explaining how to design an experiment (2℗©℗2 factorial design) to analyze the effectiveness of product placement in video games. Brand familiarity and brand repetition were used as independent variables while brand recall and brand recognition were used as dependent variables to measure the effectiveness of product placement. Four versions of a real online car racing video game were  Read more...
Rating:

(not yet rated) 0 with reviews - Be the first.

Subjects
More like this

Find a copy online

Links to this item

Find a copy in the library

&AllPage.SpinnerRetrieving; Finding libraries that hold this item...

Details

Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Jose Marti Parreno
ISBN: 9781526467409 1526467402
OCLC Number: 1084509958
Description: 1 online resource.
Series Title: SAGE Research Methods. Cases.
Responsibility: Jose Marti-Parreno.

Abstract:

This case study focuses on explaining how to design an experiment (2℗©℗2 factorial design) to analyze the effectiveness of product placement in video games. Brand familiarity and brand repetition were used as independent variables while brand recall and brand recognition were used as dependent variables to measure the effectiveness of product placement. Four versions of a real online car racing video game were developed to test the four experimental conditions: 1℗=℗high repetition and familiar brand; 2℗=℗low repetition and familiar brand; 3℗=℗high repetition and unfamiliar brand; and 4℗=℗low repetition and unfamiliar brand. This experiment allowed to find out that consumers recall better familiar than unfamiliar brands placed in a video game. Familiar brands also performed better in a brand recognition measure than unfamiliar brands while no interaction effect of repetition was found for both familiar and unfamiliar brands. This project resulted in the following publication: Mart©Ư-Parre©ło, J., Bermejo-Berros, J., & Ald©Łs-Manzano, J. (2017). Product placement in video games: The effect of brand familiarity and repetition on consumerś memory. Journal of Interactive Marketing, 38, 55́63. Retrieved from https://www.sciencedirect.com/science/article/pii/S1094996816300779.

Reviews

User-contributed reviews
Retrieving GoodReads reviews...
Retrieving DOGObooks reviews...

Tags

Be the first.
Confirm this request

You may have already requested this item. Please select Ok if you would like to proceed with this request anyway.

Linked Data


Primary Entity

<http://www.worldcat.org/oclc/1084509958> # Analyzing the effectiveness of product placement in video games using an experimental design
    a schema:Book, schema:CreativeWork, schema:MediaObject ;
    library:oclcnum "1084509958" ;
    library:placeOfPublication <http://id.loc.gov/vocabulary/countries/enk> ;
    schema:about <http://experiment.worldcat.org/entity/work/data/9599400153#Topic/experimental_design> ; # Experimental design
    schema:about <http://dewey.info/class/658.827/e23/> ;
    schema:about <http://experiment.worldcat.org/entity/work/data/9599400153#Topic/product_placement_in_mass_media> ; # Product placement in mass media
    schema:about <http://experiment.worldcat.org/entity/work/data/9599400153#Topic/video_games> ; # Video games
    schema:author <http://experiment.worldcat.org/entity/work/data/9599400153#Person/marti_parreno_jose> ; # Jose Marti Parreno
    schema:bookFormat schema:EBook ;
    schema:datePublished "2019" ;
    schema:description "This case study focuses on explaining how to design an experiment (2℗©℗2 factorial design) to analyze the effectiveness of product placement in video games. Brand familiarity and brand repetition were used as independent variables while brand recall and brand recognition were used as dependent variables to measure the effectiveness of product placement. Four versions of a real online car racing video game were developed to test the four experimental conditions: 1℗=℗high repetition and familiar brand; 2℗=℗low repetition and familiar brand; 3℗=℗high repetition and unfamiliar brand; and 4℗=℗low repetition and unfamiliar brand. This experiment allowed to find out that consumers recall better familiar than unfamiliar brands placed in a video game. Familiar brands also performed better in a brand recognition measure than unfamiliar brands while no interaction effect of repetition was found for both familiar and unfamiliar brands. This project resulted in the following publication: Mart©Ư-Parre©ło, J., Bermejo-Berros, J., & Ald©Łs-Manzano, J. (2017). Product placement in video games: The effect of brand familiarity and repetition on consumerś memory. Journal of Interactive Marketing, 38, 55́63. Retrieved from https://www.sciencedirect.com/science/article/pii/S1094996816300779."@en ;
    schema:exampleOfWork <http://worldcat.org/entity/work/id/9599400153> ;
    schema:inLanguage "en" ;
    schema:isPartOf <http://experiment.worldcat.org/entity/work/data/9599400153#Series/sage_research_methods_cases> ; # SAGE Research Methods. Cases.
    schema:name "Analyzing the effectiveness of product placement in video games using an experimental design"@en ;
    schema:productID "1084509958" ;
    schema:url <http://methods.sagepub.com/case/analyzing-effectiveness-product-placement-video-games-experimental-design> ;
    schema:workExample <http://worldcat.org/isbn/9781526467409> ;
    wdrs:describedby <http://www.worldcat.org/title/-/oclc/1084509958> ;
    .


Related Entities

<http://experiment.worldcat.org/entity/work/data/9599400153#Person/marti_parreno_jose> # Jose Marti Parreno
    a schema:Person ;
    schema:familyName "Marti Parreno" ;
    schema:givenName "Jose" ;
    schema:name "Jose Marti Parreno" ;
    .

<http://experiment.worldcat.org/entity/work/data/9599400153#Series/sage_research_methods_cases> # SAGE Research Methods. Cases.
    a bgn:PublicationSeries ;
    schema:hasPart <http://www.worldcat.org/oclc/1084509958> ; # Analyzing the effectiveness of product placement in video games using an experimental design
    schema:name "SAGE Research Methods. Cases." ;
    schema:name "SAGE Research Methods. Cases" ;
    .

<http://experiment.worldcat.org/entity/work/data/9599400153#Topic/experimental_design> # Experimental design
    a schema:Intangible ;
    schema:name "Experimental design"@en ;
    .

<http://experiment.worldcat.org/entity/work/data/9599400153#Topic/product_placement_in_mass_media> # Product placement in mass media
    a schema:Intangible ;
    schema:name "Product placement in mass media"@en ;
    .

<http://worldcat.org/isbn/9781526467409>
    a schema:ProductModel ;
    schema:isbn "1526467402" ;
    schema:isbn "9781526467409" ;
    .

<http://www.worldcat.org/title/-/oclc/1084509958>
    a genont:InformationResource, genont:ContentTypeGenericResource ;
    schema:about <http://www.worldcat.org/oclc/1084509958> ; # Analyzing the effectiveness of product placement in video games using an experimental design
    schema:dateModified "2020-02-04" ;
    void:inDataset <http://purl.oclc.org/dataset/WorldCat> ;
    .


Content-negotiable representations

Close Window

Please sign in to WorldCat 

Don't have an account? You can easily create a free account.