Skip to main content
SpringerLink
Log in

Welche Effekte hat Brand Placement in PC-/Videospielen?

  • Published:
der markt

Abstract

Angesichts der zunehmenden Informationsüberlastung der Konsumenten durch Werbung suchen Unternehmen verstärkt nach Werbeformen, die sich von klassischer Massenwerbung abheben. Ein Beispiel für eine derartige Werbetechnik ist das Brand Placement. Da sich die Forschung zu Effekten des Brand Placement überwiegend auf Filme bezieht, wird im vorliegenden Beitrag untersucht, wie Brand Placement in PC-/Videospielen wirkt. Die Ergebnisse der empirischen Studie legen nahe, dass Werbetreibende bei der Auswahl der Spiele darauf achten sollen, dass die Zielgruppe der Marke diesem Spiel gegenüber eine positive Einstellung hat, damit durch das Brand Placement eine positive Einstellungsänderung in der Zielgruppe bewirkt werden kann.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Log in via an institution

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Institutional subscriptions

Literatur

  • Auer, M., Kalweit, U., Nüßler, P. (1988): Product Placement: Die neue Kunst der geheimen Verführung, Düsseldorf.

  • Babin, L.A., Carder, S.T. (1996): Viewers’ Recognition of Brands Placed Within a Film, in: International Journal of Advertising, Vol. 15, No. 2, S. 140–151.

    Google Scholar 

  • Bauer, H.H., Grether, M., Borrmann, U. (2001): Die Erklärung des Nutzerverhaltens in elektronischen Medien mit Hilfe der Flow-Theorie, in: Marketing ZFP, 1. Jg., S. 17–28.

    Google Scholar 

  • Biehal, G., Stephens, D., Curlo, E. (1992): Attitude Toward the Ad and Brand Choice, in: Journal of Advertising, Vol. 21, No. 3, S. 19–36.

    Google Scholar 

  • Brehm, J.W. (1966): A Theory of Psychological Reactance, New York.

  • Bruhn, M. (1990): Marketing — Grundlagen für Studium und Praxis, Wiesbaden.

  • Bruhn, M. (1997): Kommunikationspolitik, München.

  • Coyle, J.R., Thorson, E. (2001): The Effects of Progressive Levels of Interactivity and Vividness in Marketing Websites, in: Journal of Advertising, Vol. 30, No. 3, S. 66–77.

    Google Scholar 

  • Csikscentmihalyi, M. (1996): Flow: Das Geheimnis des Glücks, 5. Auflage, Stuttgart.

  • Fazio, R.H., Zanna, M.P. (1981): Direct Experience and Attitude-Behavior Consistency, in: L. Berkowitz (Hrsg.): Advances in Experimental Social Psychology, Vol. 14, New York, S. 161–202.

    Article  Google Scholar 

  • Ghani, J.A., Deshpande, S.P. (1994): Task Characteristics and the Experience of Optimal Flow in Human-Computer Interaction, in: The Journal of Psychology, Vol. 128, No. 4, S. 381–391.

    Google Scholar 

  • Gierl, H. (1995): Marketing, Stuttgart.

  • Gould, S.J., Gupta, P.B., Grabner-Kräuter, S. (2000): Product Placement in Movies, in: Journal of Advertising, Vol. 24, S. 41–57.

    Google Scholar 

  • Gupta, P.B., Balasubramanian, S.K., Klassen, M.L. (2000): Viewers’ Evaluations of Brand Placements in Movies: Public Policy Issues and Managerial Implications, in: Journal of Current Issues and Research in Advertising, Vol. 22, No. 2, S. 41–52.

    Google Scholar 

  • Gupta, P.B., Lord, K.R. (1998): Product Placement in Movies: The Effect of Prominence and Mode on Audience Recall Product Category and Individual Differences, in: Journal of Current Issues and Research in Advertising, Vol. 20, S. 47–59.

    Google Scholar 

  • Hoch, S.J., Deighton, J. (1989): Managing What Consumers Learn from Experience, in: Journal of Marketing, Vol. 53, No. 2, S. 1–20.

    Article  Google Scholar 

  • Hoffman, D.L., Novak, T.P. (1996): Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations, in: Journal of Marketing, Vol. 60, S. 50–68.

    Article  Google Scholar 

  • Karrh, J.A. (1998): Brand Placement: A Review, in: Journal of Current Issues and Research in Advertising, Vol. 20, S. 31–50.

    Google Scholar 

  • Kim, T., Biocca, F. (1997): Telepresence via Television: Two Dimensions of Telepresence May Have Different Connections to Memory and Persuasion, in: Journal of Computer-Mediated Communication, Vol. 3, No. 2, http://jcmc.indiana.edu/vol3/issue2/kim.html

  • Kroeber-Riel, W. (1993): Strategie und Technik der Werbung, 4. Auflage, Stuttgart.

  • Kroeber-Riel, W., Weinberg, P. (1996): Konsumentenverhalten, 6. Auflage, München.

  • Li, H., Daugherty, T., Biocca, F. (2002): Impact of 3-D Advertising on Product Knowledge, Brand Attitude, and Purchase Intention: The mediating Role of Presence, in: Journal of Advertising, Vol. 31, No. 3, S. 44–57.

    Google Scholar 

  • MacKenzie, S.B., Lutz, R.J., Belch, G.E. (1986): The Role of Attitude Toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations, in: Journal of Marketing Research, Vol. 23, S. 130–143.

    Article  Google Scholar 

  • Mitchell, A.A., Olson, J.C. (1981): Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude? In: Journal of Marketing Research, Vol. 18, S. 318–332.

    Article  Google Scholar 

  • Nebenzahl, I.D., Secunda, E. (1993): Consumers’ Attitudes toward Brand Placement in Movies, in: International Journal of Advertising, Vol. 12, No. 1, S. 1–11.

    Google Scholar 

  • Nelson, M.R. (2002): Recall of Brand Placements in Computer/Video Games, in: Journal of Advertising Research, Vol. 42, No. 1, S. 80–92.

    Google Scholar 

  • Novak, T.P., Hoffman, D.L., Yung, Y.-F. (1999): Measuring the Flow Construct in Online Environments: A Structural Modeling Approach, Working Paper, http://sloan.ucr.edu/1999/10/07/ working-paper-novak-hoffman-and-yung-october-1999/.

  • Novak, T.P., Hoffman, D.L., Yung, Y.-F. (2000): Measuring the Customer Experience in Online Environments: A Structural Modeling Approach, in: Marketing Science, Vol. 19, No. 1, S. 22–42.

    Article  Google Scholar 

  • Paivio, A. (1971): Imagery and Verbal Processes, New York.

  • Russell, C.A. (1998): Toward a Framework of Brand Placement: Theoretical Propositions, in: J.W. Alba, J.W. Hutchinson (Hrsg.): Advances in Consumer Research, Vol. 25, S. 357–362.

    Google Scholar 

  • Smith, R.E., Swinyard, W.R. (1982): Information Response Models: An Integrated Approach, in: Journal of Marketing, Vol. 46, S. 81–93.

    Article  Google Scholar 

  • Steuer, J. (1992): Defining Virtual Reality: Dimensions Determining Telepresence, in: Journal of Communication, Vol. 42, No. 4, S. 73–93.

    Article  Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Lehrstuhl für Marketing, Universität Augsburg, Universitätsstraße 16, 86159, Augsburg

    Silke Bambauer-Sachse

Authors
  1. Silke Bambauer-Sachse
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Silke Bambauer-Sachse.

Rights and permissions

Reprints and permissions

About this article

Cite this article

Bambauer-Sachse, S. Welche Effekte hat Brand Placement in PC-/Videospielen?. Journal für Marketing 46, 139–147 (2007). https://doi.org/10.1007/BF03032254

Download citation

  • Issue Date:

  • DOI: https://doi.org/10.1007/BF03032254

Keywords

Search

Navigation