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Brand Awareness and Attitudes Towards Political Advertisements in Sport Video Games

Author

Listed:
  • Patrick Walsh
  • Galen Clavio
  • Susan Mullane
  • Warren Whisenant

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

Suggested Citation

  • Patrick Walsh & Galen Clavio & Susan Mullane & Warren Whisenant, 2014. "Brand Awareness and Attitudes Towards Political Advertisements in Sport Video Games," Public Organization Review, Springer, vol. 14(2), pages 127-138, June.
    • Handle: RePEc:kap:porgrv:v:14:y:2014:i:2:p:127-138
    DOI: 10.1007/s11115-012-0209-4
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    Cited by:

    1. Bastian Atzger & Elisabete S. Sá & Joaquim Silva, 2020. "Exploring sources of voter-based political human brand equity," Journal of Brand Management, Palgrave Macmillan, vol. 27(4), pages 481-494, July.
    2. Bastian Atzger & Elisabete S. Sá & Joaquim Silva, 0. "Exploring sources of voter-based political human brand equity," Journal of Brand Management, Palgrave Macmillan, vol. 0, pages 1-14.

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