EconPapers    
Economics at your fingertips  
 

Brand Awareness and Attitudes Towards Political Advertisements in Sport Video Games

Patrick Walsh (), Galen Clavio, Susan Mullane and Warren Whisenant

Public Organization Review, 2014, vol. 14, issue 2, 127-138

Abstract: Due to the growth of the video game industry, the practice of in-game advertising, and the desirable game player demographics, then U.S. Presidential candidate Barack Obama placed early voting advertisements in a series of online sport video games during his 2008 presidential campaign. The purpose of this study was to examine the awareness of these political ads and the attitudes towards the ads when compared to advertisements featuring corporate brands. The results suggest there were higher levels of awareness for the political themed advertisements while attitude enhancement was more likely to occur for advertisements which featured corporate brands. Copyright Springer Science+Business Media New York 2014

Keywords: Political advertising; In-game advertising; Brand awareness; Brand enhancement; Political campaign (search for similar items in EconPapers)
Date: 2014
References: View complete reference list from CitEc
Citations: View citations in EconPapers (1) Track citations by RSS feed

Downloads: (external link)
http://hdl.handle.net/10.1007/s11115-012-0209-4 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:kap:porgrv:v:14:y:2014:i:2:p:127-138

Ordering information: This journal article can be ordered from
http://www.springer. ... ce/journal/11115/PS2

DOI: 10.1007/s11115-012-0209-4

Access Statistics for this article

Public Organization Review is currently edited by Ali Farazmand

More articles in Public Organization Review from Springer
Bibliographic data for series maintained by Sonal Shukla ().

 
Page updated 2020-05-02
Handle: RePEc:kap:porgrv:v:14:y:2014:i:2:p:127-138