Size does matter: Effects of in-game advertising stimuli on brand recall and brand recognition

Isabella Chaney, Sameer Hosany, Meng Shan Sharon Wu, Cheng Hao Steve Chen, Bang Nguyen*

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Resumé

Rapid growth in the global gaming industry has created substantial opportunities for marketers. The potential and effectiveness of in-game advertising have attracted increasing attention from academics. Drawing on product placement literature, this study explores the influence of size (small, large), order (primacy, recency) and level of absorption (low, high) on consumer memory (brand recall and recognition) of well-known brands placed in a racing game. Using a controlled experiment, 285 participants were recruited to play the sports video game Trackmania 2 Canyon. Results indicate a positive effect of size, but order and level of absorption had no effect on brand recall and brand recognition. In particular, large size brands are recalled and recognised significantly better. Findings offer important implications for marketers in a global gaming industry that is steadily growing.

OriginalsprogEngelsk
TidsskriftComputers in Human Behavior
Vol/bind86
Sider (fra-til)311-318
ISSN0747-5632
DOI
StatusUdgivet - 1. sep. 2018
Udgivet eksterntJa

Fingeraftryk

Marketing
Video Games
Sports
Industry
Data storage equipment
Growth
Experiments
Recognition (Psychology)
Stimulus
Gaming

Citer dette

Chaney, Isabella ; Hosany, Sameer ; Wu, Meng Shan Sharon ; Chen, Cheng Hao Steve ; Nguyen, Bang. / Size does matter : Effects of in-game advertising stimuli on brand recall and brand recognition. I: Computers in Human Behavior. 2018 ; Bind 86. s. 311-318.
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Size does matter : Effects of in-game advertising stimuli on brand recall and brand recognition. / Chaney, Isabella; Hosany, Sameer; Wu, Meng Shan Sharon; Chen, Cheng Hao Steve; Nguyen, Bang.

I: Computers in Human Behavior, Bind 86, 01.09.2018, s. 311-318.

Publikation: Bidrag til tidsskriftTidsskriftartikelForskningpeer review

TY - JOUR

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AU - Chaney, Isabella

AU - Hosany, Sameer

AU - Wu, Meng Shan Sharon

AU - Chen, Cheng Hao Steve

AU - Nguyen, Bang

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AB - Rapid growth in the global gaming industry has created substantial opportunities for marketers. The potential and effectiveness of in-game advertising have attracted increasing attention from academics. Drawing on product placement literature, this study explores the influence of size (small, large), order (primacy, recency) and level of absorption (low, high) on consumer memory (brand recall and recognition) of well-known brands placed in a racing game. Using a controlled experiment, 285 participants were recruited to play the sports video game Trackmania 2 Canyon. Results indicate a positive effect of size, but order and level of absorption had no effect on brand recall and brand recognition. In particular, large size brands are recalled and recognised significantly better. Findings offer important implications for marketers in a global gaming industry that is steadily growing.

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