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Open AccessArticle

Proximity, Familiarity or Congruency? What Influences Memory of Brand Placement in Videogames

1
Facultad de Psicología, Campus de Somosaguas, Universidad Complutense de Madrid, Pozuelo de Alarcón, 28223 Madrid, Spain
2
División de Psicología, Centro de Enseñanza Superior Cardenal Cisneros, 28006 Madrid, Spain
*
Author to whom correspondence should be addressed.
J. Theor. Appl. Electron. Commer. Res. 2021, 16(4), 811-827; https://doi.org/10.3390/jtaer16040046
Received: 17 December 2020 / Revised: 24 January 2021 / Accepted: 24 January 2021 / Published: 30 January 2021
Brand placement in videogames consists in integrating various brands that are not intrusive to give a feeling of reality to the context, as such increasing awareness and recognition of the brand in the mind of the consumer. The goal of this study is to ascertain if brand position, familiarity and congruency influence memorization of brands presented in a racing videogame. An experimental design 2 (position: prominent or subtle) × 2 (congruency: yes or no) × 2 (familiar: yes or no) was used in a sample of 117 participants (M = 20.91 years, SD = 1.75 years). Consumers have better recall and recognition of brand placement when it is familiar. Likewise, there is more memorization of placement that is congruent with the videogame’s subject matter. Nevertheless, it appears that position has no influence on memory. Regarding the three-way interaction, it turns out that the best way to remember brands is when they are familiar to the consumers, congruent with the videogame’s genre, and they are positioned in a prominent position. This article is the first to investigate the interaction between the three main variables that affect the memorization of brand placement. View Full-Text
Keywords: product placement; brand placement; in-game advertising; brand recognition; brand recall; brand memory product placement; brand placement; in-game advertising; brand recognition; brand recall; brand memory
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MDPI and ACS Style

Aliagas, I.; Privado, J.; Merino, MD. Proximity, Familiarity or Congruency? What Influences Memory of Brand Placement in Videogames. J. Theor. Appl. Electron. Commer. Res. 2021, 16, 811-827. https://doi.org/10.3390/jtaer16040046

AMA Style

Aliagas I, Privado J, Merino MD. Proximity, Familiarity or Congruency? What Influences Memory of Brand Placement in Videogames. Journal of Theoretical and Applied Electronic Commerce Research. 2021; 16(4):811-827. https://doi.org/10.3390/jtaer16040046

Chicago/Turabian Style

Aliagas, Irene; Privado, Jesús; Merino, M D. 2021. "Proximity, Familiarity or Congruency? What Influences Memory of Brand Placement in Videogames" J. Theor. Appl. Electron. Commer. Res. 16, no. 4: 811-827. https://doi.org/10.3390/jtaer16040046

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