Analyzing the effectiveness of product placement in video games using an experimental design /

This case study focuses on explaining how to design an experiment (2℗©℗2 factorial design) to analyze the effectiveness of product placement in video games. Brand familiarity and brand repetition were used as independent variables while brand recall and brand recognition were used as dependent varia...

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Bibliographic Details

Main Author:	Marti Parreno, Jose (Author)
Format:	eBook
Language:	English
Published:	London : SAGE Publications Ltd, 2019.
Series:	SAGE Research Methods. Cases.
Subjects:	Product placement in mass media. Video games. Experimental design. Video Games Research Design Placement de produits dans les médias. Jeux vidéo. Plan d'expérience. video games.
Online Access:	Connect to the full text of this electronic book