Effectiveness of product placements in computer games.
Chan, Jesslyn Hor Yee.
Chua, Shi Wei.
Lim, Chong Tat.
Date of Issue2006
College of Business (Nanyang Business School)
This research paper investigated the effects of gender and brand familiarity on the effectiveness of product placements in computer games.
Final Year Project (FYP)
Nanyang Technological University