컴퓨터 게임 속 브랜드 배치효과에 관한 연구: 브랜드와 게임 맥락간 이미지 일치성이 브랜드 태도에 미치는 역할 = The Effects of Brand Placement in Computer Game: The Role of Image Congruence between Brand and Game Context

다국어 초록 (Multilingual Abstract)

The present research investigates the effects of brand placement in computer game based on the degree of image congruence between brand and game context on brand attitude. We also consider the potential moderating effects of the type of brand placement(active vs. passive) and the degree of computer game interest(high vs. low). Based on the result from 2 × 2 × 2 between-subjects experiments, we find that the effects of brand placement in computer game have greater positive impact on brand attitude when the degree of image congruence between brand and game context is high than when it is low. Noteworthy, brand placement is not based on image congruence between brand and game context just as a negative impact on brand attitude does. This result indicates that image congruence between brand and game context is a prior condition for the brand placement in the computer game. This differential impact of the degree of image congruence is enhanced (1) when the type of brand placement is active vs. passive and (2) when the degree of computer game interest is high vs. low.