|Title:||Beyond recall: exploring how players build brand knowledge through virtual in-game product experiences|
|Authors:||Charlton, Kathryn Grace|
Consumer based brand equity model
Limited capacity model
Virtual in-game product experience
|Publisher:||University of Sydney|
Discipline of Marketing
|Abstract:||The objective of this research was to identify the barriers to and enablers of in-game brand learning in order to create a theoretical understanding of how in-game brand learning can be optimised. This was achieved by exploring how different types and frequencies of in-game advertising affect a player’s brand learning and developing an understanding of how they experience the game as well as the advertising contained within it. Employing constructivist grounded theory, the study’s findings are based on deep, rich data gathered through interviews and observations of 20 participants who played a sports video game for approximately 2 hours and a content analysis of the in-game advertisements they encountered during gameplay. Drawing from Keller’s consumer based brand equity model, Csikszentmihalyi’s concept of flow, and Lang’s limited capacity model of mediated message processing, the study develops a holistic, contextualised understanding of the barriers to and enablers of brand learning in console/PC video games, revealing four key insights. First, increased ad exposure does not necessarily increase brand learning. Second, deeper learning occurs with unfamiliar brands. Third, a player’s experience of the game has the most significant effect on brand learning. Finally, players are more likely to filter out advertisements that are not related to their in-game objectives and goals. The findings of this research demonstrate the need to consider factors beyond placement type and frequency when investing in and measuring the effectiveness of in-game advertising and suggest how advertisers can optimise in-game advertising in order to enhance consumer brand learning beyond basic brand recall. They also provide policymakers with a better understanding of how players process in-game advertising and how the medium might be used in order to guide the development of policies in this relatively new area of advertising.|
|Access Level:||Access is restricted to staff and students of the University of Sydney . UniKey credentials are required. Non university access may be obtained by visiting the University of Sydney Library.|
|Rights and Permissions:||The author retains copyright of this thesis. It may only be used for the purposes of research and study. It must not be used for any other purposes and may not be transmitted or shared with others without prior permission.|
Note: For all images from Ubisoft: (c)2008 Ubisoft Entertainment. All Rights Reserved. Ubisoft and the Ubisoft logo are trademarks of Ubisoft Entertainment in the U.S. and/or other countries. Shaun White name and likeness are used under license from Shaun White and Shaun White Enterprises, Inc All other rights are reserved by Ubisoft Entertainment.
|Type of Work:||PhD Doctorate|
|Type of Publication:||Doctor of Philosophy Ph.D.|
|Appears in Collections:||Sydney Digital Theses (University of Sydney Access only)|
|charlton_kg_thesis.pdf||Kate Charlton - Thesis with copyright||47.77 MB||Adobe PDF|
Items in Sydney eScholarship Repository are protected by copyright, with all rights reserved, unless otherwise indicated.