The influence of Brand Placements in the online role-playing games: Levels of Placements Explicit and Implicit Memory and Brand - Choice Behavior

  • 范 日玲

Student thesis: Master's Thesis


Nowadays with the development of technology advertising industry are in the golden era of making revenue and benefit especially for on-line game This research tries to investigate the effectiveness of brand placements put inside the game followed by explicit and implicit memory test Two studies are set up and carried out study I focus on the modality (audio vs visual) and study II focus on brand proximity (focal vs peripheral) and brand congruence ( congruent vs incongruent) The results show that audiovisual >audio>visual in term of better memory for both explicit and implicit Surprisingly explicit memory will be better for incongruent brand and implicit memory conversely better for congruent brand And brand feeling will be more positive if those brands which participants remembered belong to implicit memory and more negative if those brands related to explicit memory
Date of Award2018 Jan 23
Original languageEnglish
SupervisorJeng-Chung Chen (Supervisor)

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