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

Author

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  • Martí-Parreño, José
  • Bermejo-Berros, Jesús
  • Aldás-Manzano, Joaquín

Abstract

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.

Suggested Citation

  • Martí-Parreño, José & Bermejo-Berros, Jesús & Aldás-Manzano, Joaquín, 2017. "Product Placement in Video Games: The Effect of Brand Familiarity and Repetition on Consumers' Memory," Journal of Interactive Marketing, Elsevier, vol. 38(C), pages 55-63.
    • Handle: RePEc:eee:joinma:v:38:y:2017:i:c:p:55-63
    DOI: 10.1016/j.intmar.2016.12.001
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    References listed on IDEAS

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    2. Anna Borawska & Konrad Biercewicz & Mariusz Borawski & Jaroslaw Duda, 2021. "The Impact of Advertisements Placement in the Computer Game on the Effectiveness of Social Campaign Messages," European Research Studies Journal, European Research Studies Journal, vol. 0(2B), pages 515-537.
    3. Hofman-Kohlmeyer Magdalena, 2021. "Brand-Related User-Generated Content in Simulation Video Games: Qualitative Research Among Polish Players," Journal of Management and Business Administration. Central Europe, Sciendo, vol. 29(1), pages 61-87, March.
    4. Ghosh, Tathagata & Sreejesh, S. & Dwivedi, Yogesh K., 2022. "Brand logos versus brand names: A comparison of the memory effects of textual and pictorial brand elements placed in computer games," Journal of Business Research, Elsevier, vol. 147(C), pages 222-235.

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