Effects of brand placement and player involvement on brand awareness: an empirical study on online game players

Bonit Bogonondo; Yessy Artanti

doi:10.14710/dijb.2.1.2019.23-30

DOI: https://doi.org/10.14710/dijb.2.1.2019.23-30

Effects of brand placement and player involvement on brand awareness: an empirical study on online game players

Bonit Bogonondo, Yessy Artanti

State University of Surabaya, Indonesia

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Abstract

This paper examines the effects of brand placement and player involvement on brand awareness. The data in this study were collected from questionnaires distributed to 150 game players of online game with snowball sampling. Data analysis used multiple regression analysis. However, our prediction that there were effect of brand placement and player involvement on brand awareness was not supported. We presents the discussions in this paper.

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Keywords: brand placement, player involvement, brand awareness

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In Vol 2, No 1 (2019)

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