{"title":"品牌植入与玩家投入对品牌意识的影响:基于网络游戏玩家的实证研究","authors":"Bonit Bogonondo, Y. Artanti","doi":"10.14710/DIJB.2.1.2019.23-30","DOIUrl":null,"url":null,"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.","PeriodicalId":376296,"journal":{"name":"Diponegoro International Journal of Business","volume":"84 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2019-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"1","resultStr":"{\"title\":\"Effects of brand placement and player involvement on brand awareness: an empirical study on online game players\",\"authors\":\"Bonit Bogonondo, Y. Artanti\",\"doi\":\"10.14710/DIJB.2.1.2019.23-30\",\"DOIUrl\":null,\"url\":null,\"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.\",\"PeriodicalId\":376296,\"journal\":{\"name\":\"Diponegoro International Journal of Business\",\"volume\":\"84 1\",\"pages\":\"0\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2019-06-30\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"1\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Diponegoro International Journal of Business\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.14710/DIJB.2.1.2019.23-30\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Diponegoro International Journal of Business","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.14710/DIJB.2.1.2019.23-30","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
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 that there were effect of brand placement and player involvement on brand awareness was not supported. We presents the discussions in this paper.
求助内容：
应助结果提醒方式：
京公网安备 11010802042870号
