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 |
| Published: |
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 |
| _version_ | 1828525842425184256 |
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| author | Bonit Bogonondo Yessy Artanti |
| author_facet | Bonit Bogonondo Yessy Artanti |
| author_sort | Bonit Bogonondo |
| collection | DOAJ |
| description | 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. |
| first_indexed | 2024-12-11T21:13:59Z |
| format | Article |
| id | doaj.art-ec8278fc310649d19a2b479815d0bab6 |
| institution | Directory Open Access Journal |
| issn | 2580-4987 2580-4995 |
| language | English |
| last_indexed | 2024-12-11T21:13:59Z |
| publishDate | 2019-06-01 |
| publisher | Department of Management, Faculty of Economics and Business, Diponegoro University |
| record_format | Article |
| series | DIJB (Diponegoro International Journal of Business) |
| spelling | doaj.art-ec8278fc310649d19a2b479815d0bab62022-12-22T00:50:39ZengDepartment of Management, Faculty of Economics and Business, Diponegoro UniversityDIJB (Diponegoro International Journal of Business)2580-49872580-49952019-06-0121233010.14710/dijb.2.1.2019.23-302676Effects of brand placement and player involvement on brand awareness: an empirical study on online game playersBonit Bogonondo0Yessy Artanti1State University of Surabaya, IndonesiaState University of Surabaya, IndonesiaThis 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.https://ejournal2.undip.ac.id/index.php/ijb/article/view/3791brand placement, player involvement, brand awareness |
| spellingShingle | Bonit Bogonondo Yessy Artanti Effects of brand placement and player involvement on brand awareness: an empirical study on online game players DIJB (Diponegoro International Journal of Business) brand placement, player involvement, brand awareness |
| title | Effects of brand placement and player involvement on brand awareness: an empirical study on online game players |
| title_full | Effects of brand placement and player involvement on brand awareness: an empirical study on online game players |
| title_fullStr | Effects of brand placement and player involvement on brand awareness: an empirical study on online game players |
| title_full_unstemmed | Effects of brand placement and player involvement on brand awareness: an empirical study on online game players |
| title_short | Effects of brand placement and player involvement on brand awareness: an empirical study on online game players |
| title_sort | effects of brand placement and player involvement on brand awareness an empirical study on online game players |
| topic | brand placement, player involvement, brand awareness |
| url | https://ejournal2.undip.ac.id/index.php/ijb/article/view/3791 |
| work_keys_str_mv | AT bonitbogonondo effectsofbrandplacementandplayerinvolvementonbrandawarenessanempiricalstudyononlinegameplayers AT yessyartanti effectsofbrandplacementandplayerinvolvementonbrandawarenessanempiricalstudyononlinegameplayers |