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All Journal DIJB (Diponegoro International Journal of Business)
Bonit Bogonondo
State University of Surabaya
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Effects of brand placement and player involvement on brand awareness: an empirical study on online game players Bonit Bogonondo; Yessy Artanti
Diponegoro International Journal of Business Vol 2, No 1 (2019)
Publisher : Department of Management | Faculty of Economics and Business | Universitas Diponegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (138.812 KB) | DOI: 10.14710/dijb.2.1.2019.23-30

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.
Co-Authors Yessy Artanti