DIJB (Diponegoro International Journal of Business)
Vol 2, No 1 (2019)

Effects of brand placement and player involvement on brand awareness: an empirical study on online game players

Bonit Bogonondo (State University of Surabaya)
Yessy Artanti (State University of Surabaya)

Article Info

Publish Date
30 Jun 2019

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.

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Journal Info
DIJB (Diponegoro International Journal of Business)
Website

Abbrev

ijb

Publisher

Universitas Diponegoro

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Diponegoro International Journal of Business (DIJB) is a biannually peer-reviewed journal issued by Department of Management, Faculty of Economics and Business, Universitas Diponegoro. DIJB aims to be the media for publishing empirical issues related to business studies. DIJB invites manuscripts in ...