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THE EFFECT OF BRAND FAMILIARITY AND REPETITION OF PRODUCT PLACEMENT IN VIDEO GAMES
José Martí-Parreño,Jesús Bermejo-Berros,Joaquín Aldás-Manzano 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7
A factorial design 2 (high repetition vs low repetition) x 2 (high brand familiarity vs low brand familiarity) is used to test the effects of repetition and brand familiarity on consumers’ memory for brands placed in video games. Consumers recalled better familiar brands and repetition increased recall for familiar brands.