Leveraging Virtual Attribute Experience in Video Games to Improve Brand Recall and Learning
2013; Taylor & Francis; Volume: 42; Issue: 2-3 Linguagem: Inglês
10.1080/00913367.2013.774593
ISSN1557-7805
AutoresAli Besharat, Anand Kumar, John R. Lax, Eric J. Rydzik,
Tópico(s)Consumer Behavior in Brand Consumption and Identification
ResumoThis 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.
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