||The influence of Brand Placements in the online role-playing games: Levels of Placements, Explicit and Implicit Memory and
Brand - Choice Behavior
||The influence of Brand Placements in the online role-playing games: Levels of Placements, Explicit and Implicit Memory and
Brand - Choice Behavior
||Institute of International Management
||Nhat Linh Pham
Brand Choice Behavior
Online- Role Playing Game.
Nowadays, with the development of technology, advertising industry are in the golden era of making revenue and benefit, especially for on-line game. This research tries to investigate the effectiveness of brand placements put inside the game, followed by explicit and implicit memory test. Two studies are set up and carried out, study I focus on the modality (audio vs visual) and study II focus on brand proximity (focal vs peripheral) and brand congruence ( congruent vs incongruent). The results show that audiovisual >audio>visual in term of better memory for both explicit and implicit. Surprisingly, explicit memory will be better for incongruent brand and implicit memory, conversely, better for congruent brand. And brand feeling will be more positive if those brands which participants remembered belong to implicit memory and more negative if those brands related to explicit memory.
TABLE OF CONTENTS
TABLE OF CONTENTS III
LIST OF TABLES VI
LIST OF FIGURES VIII
CHAPTER ONE INTRODUCTION 1
1.1 Advertising and Game Industry. 1
1.2 Research Objective. 4
1.3 Research Flow. 4
1.4 Research Question. 5
CHAPTER TWO LITERATURE REVIEW 6
2.1 Brand placements. 6
2.1.1 Definition. 6
2.1.2 Classification. 8
2.2 The Limited - Capacity Theory. 10
2.3 Explicit Memory. 14
2.4 Implicit Memory. 15
2.5 Product Placement Proximity. 16
2.6 Game Product Congruity. 19
2.7 Modality. 23
2.8 Moderating Role of Gamer Experience. 27
2.9 Brand Choice Behavior. 30
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 34
3.1 Research Model. 34
3.2 Study I. 37
3.2.1 Stimulus Materials. 39
3.2.2 Pretest. 39
3.3 Study II. 43
3.3.1 Dependent Measures (for both Study 1 and 2). 46
3.3.2 Stimulus Materials. 47
3.3.3 Pretest. 47
3.3.4 Procedure. 48
3.3.5 Main Experiment. 49
CHAPTER FOUR RESEARCH RESULTS 50
4.1 Pretest Results. 50
4.1.1 Respondents’ Characteristics. 50
4.1.2 Manipulation Check. 51
4.2 Main Effect and Finding. 55
4.2.1 Respondent’s Descriptive. 55
4.2.2 Manipulation Check. 56
4.2.3 Descriptive Statistics Results. 57
CHAPTER 5 67
5.1 Conclusion 67
5.2 Theoretical Contributions. 69
5.3 Managerial Implications. 70
5.4 Research Limitation and Suggestion for Future Research. 71
Appendix 1: Study I: Scenario 1 Audio Visual. 79
Appendix 2: Study II: Scenario 4 Peripheral_ Incongruent. 81
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