||Brand Placement Congruity, Familiarity and Repetition Effect on Implicit and Explicit Memory
||Brand Placement Congruity, Familiarity and Repetition Effect on Implicit and Explicit Memory
||Institute of International Management
Traditional advertisement world has been reacting to shifts in consumer behavior and untapped potential in gaming in order to gain attention. Therefore, this study examined effectiveness of brand placements positioned inside a game towards explicit and implicit memory. Our main study focused on evaluating three characteristics of brands placement: familiarity (high vs low), congruence (congruent vs incongruent) and repetition (high vs low). Experiment is used to gather data. Results reveal high familiar brand placements would engage both explicit and implicit memory. Furthermore, high familiar brands benefit from low repetition more compared high repetition. Low repetition engages implicit memory more compared to high repetition when brands are of low familiarity. And familiar brands elicit higher brand feeling when they are remembered using explicit memory compared to implicit memory.
TABLE OF CONTENTS
TABLE OF CONTENTS IV
LIST OF TABLES VII
LIST OF FIGURES IX
CHAPTER ONE INTRODUCTION 1
1.1 Research Background. 1
1.2 Research Objective. 3
1.3 Research Flow. 3
CHAPTER TWO LITERATURE REVIEW 5
2.1 Brand or Product Placement. 5
2.2 Limited Capacity Theory. 6
2.3 Implicit Memory. 8
2.4 Explicit Memory. 9
2.5 Repetition 11
2.6 Brand Placement Congruity. 11
2.7 Brand Familiarity. 13
2.8 Conceptual Model. 14
2.9 Hypotheses Development. 14
2.9.1 Brand Familiarity. 14
2.9.2 Congruence. 15
2.9.3 Repetition and Brand Familiarity. 16
2.9.4 Brand Feeling. 18
CHAPTER THREE METHODOLOGY 20
3.1 Stimuli. 20
3.2 Measurements. 24
3.3 Pre-Test. 25
3.4 Participants. 26
3.5 Procedure. 26
CHAPTER FOUR RESEARCH RESULTS 29
4.1 Pretest Results. 29
4.2 Main Experiment Results 30
4.2.1 Participant Attributes 30
4.2.2 Anova Results. 32
CHAPTER FIVE CONCLUSION AND SUGGESTIONS 51
5.1 Discussion. 51
5.3 Managerial Contributions and Theoretical Contributions. 55
5.4 Research Limitation and Future Research Suggestions. 57
Appendix 1: Pre-test 68 Brand Means and Std. Deviations 65
Appendix 2: Experiment Paper Test in Chinese 70
Appendix 3: Experiment Paper Test in English 74
Appendix 4: Counterstrike (CS 1.6) Competition and Experiment Poster 79
Appendix 5: Counterstrike (CS 1.6) Award Certificate 80
Appendix 6: Experiment Instructions 81
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