Effects of brand placement and player involvement on brand awareness: an empirical study on online game players
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 tha...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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Department of Management, Faculty of Economics and Business, Diponegoro University
2019-06-01
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| Series: | DIJB (Diponegoro International Journal of Business) |
| Subjects: | |
| Online Access: | https://ejournal2.undip.ac.id/index.php/ijb/article/view/3791 |