Analysis of brand recall in FIFA video games

• Main Author: Seet, Xi Ning
• Other Authors: Leng Ho Keat
• Format: Final Year Project
• Language: English
• Published: 2019
• Subjects: DRNTU::Science::General; DRNTU::Social sciences::Recreation
• Online Access: http://hdl.handle.net/10356/76831
• Institution: Nanyang Technological University

With the popularity of football as a sport and FIFA as a game around the world, gamers are exposed to the advertisements that appear as part of the game. While past researches have explored different factors that may influence brand recall in video gamers, there has been a lack of focus on dynamical...