Articles
| Open Access |
DOI:
https://doi.org/10.55640/ijefms-9136
LEVELING UP BRAND RECALL AND ATTITUDE: A COMPARATIVE STUDY OF GAME-SPECIFIC FACTORS
Raman Biswas , Assistant Professor, Department of Marketing, ICFAI Business School, IndiaAbstract
This comparative study explores the impact of game-specific factors on brand recall and attitude in the context of video games. Video games have become a significant platform for advertising and brand integration, making it crucial to understand how elements unique to games influence consumer perceptions. Through a comprehensive analysis, this research examines variables such as in-game advertisements, product placements, game genre, and player engagement to assess their effects on brand recall and attitude. The findings provide valuable insights for marketers seeking to maximize their brand's effectiveness within the gaming environment.
Keywords
Video games, Brand recall, Brand attitude
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Copyright (c) 2017 Raman Biswas
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
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