Abstract
This comparative study explores the impact of game-specific factors on brand recall and attitude in the context of video games. Video games have become a significant platform for advertising and brand integration, making it crucial to understand how elements unique to games influence consumer perceptions. Through a comprehensive analysis, this research examines variables such as in-game advertisements, product placements, game genre, and player engagement to assess their effects on brand recall and attitude. The findings provide valuable insights for marketers seeking to maximize their brand's effectiveness within the gaming environment.
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