Postawy użytkowników wobec lokowania marek w grach komputerowych
Players’ Attitudes toward Brand Placement in Computer Games

Summary/Abstract: Rapid development of technology and the emergence of new trends in consumer behavior have contributed to shaping new forms of marketing communication, including use of computer games as a medium of brand promotion. Players’ attitudes toward brands embedded in computer games have become the subject of scientific research. Despite systematically appearing in the literature of new studies, the issue of players' attitudes is not entirely clear. It is difficult to unequivocally assess the players' attitude towards the brands, because they are influenced by many factors. One of the most often factors mentioned by scientists is the degree of brand visibility and the congruence between product and game plot. Among other factors, it can be find personal perception of the importance of the product category based on individual needs, values and interests, game result (lost or won) and experience collected during the game. In addition, there is recognition that the type of brand placement and the type of computer game can also moderate brand attitudes.

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