Communicating brands playfully: effects of in-game advertising for familiar and unfamiliar brands

An online experiment was conducted to study the effects of brand placements in computer games on brand attitude as well as game attitude (N = 521; between subject design: familiar vs unfamiliar brands vs no brand).

Communicating brands playfully: effects of in-game advertising for familiar and unfamiliar brands

Gunnar Mau, Günter Silberer and Christoph ConstienGeorg-August-Universität Göttingen

INTRODUCTION

The very first computer game in history was a...

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