Size does matter: Effects of in-game advertising stimuli on brand recall and brand recognition
作者：
Highlights：
• Advert size, order and level of absorption on consumer memory is examined.
• Order of in-game advertisements has no effect on brand recall or recognition.
• Level of game absorption has no effect on brand recall or recognition.
• Larger size in-game advertisement leads to higher brand recall and recognition.
• Important implications exist for marketers in the growing global gaming industry.
摘要
•Advert size, order and level of absorption on consumer memory is examined.•Order of in-game advertisements has no effect on brand recall or recognition.•Level of game absorption has no effect on brand recall or recognition.•Larger size in-game advertisement leads to higher brand recall and recognition.•Important implications exist for marketers in the growing global gaming industry.
论文关键词：In-game advertising,Product placement,Brand recognition,Brand recall,Size,Memory
论文评审过程：Available online 7 May 2018, Version of Record 12 May 2018.
论文官网地址：https://doi.org/10.1016/j.chb.2018.05.007
