Open AccessEffects of brand placement and player involvement on brand awareness: an empirical study on online game players
Author(s) -
Bonit Bogodo,
Yessy Artanti
Publication year - 2019
Publication title -
dijb (diponegoro international journal of business)
Language(s) - English
Resource type - Journals
eISSN - 2580-4995
pISSN - 2580-4987
DOI - 10.14710/dijb.2.1.2019.23-30
Subject(s) - snowball sampling , brand awareness , advertising , psychology , computer science , business , mathematics , statistics
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.