Leveraging Virtual Attribute Experience in Video Games to Improve Brand Recall and Learning

• Autores: Besharat Ali, Anand Kumar, John R. Lax, Eric J. Rydzik
• Localización: Journal of advertising, ISSN 0091-3367, Vol. 42, Nº 2-3, 2013, págs. 170-182
• Idioma: inglés
• Texto completo no disponible (Saber más ...)
• Resumen

  • This article extends the concept of virtual direct experience (VDE) from a product to an attribute as video gamers can virtually experience an attribute within a gaming environment. Using a 2 (VAE: present versus absent) x 2 (order of brand presentation: first or second) between subjects experimental design, we find that associating a brand with virtual attribute experience (VAE) by exposing consumers to the brand name and the virtual experience simultaneously has a positive effect on brand recall, brand extension acceptance, overall attitude, and purchase intention. In addition, our results demonstrate a significant interaction between VAE and telepresence on brand recall.