Bibliographic citations
Gonzalez, C., Miranda, R. (2018). El impacto de la publicidad en videojuegos y la actitud en la recordacion de marca dentro de las comunidades de video jugadores que forman parte de la Asociación Peruana de Deportes Electrónicos y Videojuegos (APDEV) [Tesis, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/625840
Gonzalez, C., Miranda, R. El impacto de la publicidad en videojuegos y la actitud en la recordacion de marca dentro de las comunidades de video jugadores que forman parte de la Asociación Peruana de Deportes Electrónicos y Videojuegos (APDEV) [Tesis]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2018. http://hdl.handle.net/10757/625840
@misc{renati/1286024,
title = "El impacto de la publicidad en videojuegos y la actitud en la recordacion de marca dentro de las comunidades de video jugadores que forman parte de la Asociación Peruana de Deportes Electrónicos y Videojuegos (APDEV)",
author = "Miranda Uribe, Rodrigo Reynaldo",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2018"
}
The constant need of companies to increase brand value through the recall and attitude that a consumer can exercise towards a brand has generated enormous stress in traditional marketing strategies. That is why several marketing experts recommend digitization. Phenomenon that reached certain limits in some sectors such as social networks, but leaves several alternatives to explore as in video games. While it is true, advertising in video games was already practiced, with the trend of digitalization and the rise of electronic sports, this type of advertising becomes more attractive for brands on a day-to-day basis. Therefore, it was decided to explore the effectiveness in the recall and attitude towards a brand by measuring the key characteristics of its components in videogames of Metropolitan Lima. The type of research used was descriptive-correlational, not experimental for convenience. First, descriptive because, we will describe the data of a sample of a certain population in relation to a specific element (advertising within video games). Second, correlational because, the purpose of the research is to find out the impact that advertising has within video games and the attitude with respect to brand recall. Third, conventional because, researchers will go to the place where the phenomenon happens. Finally, not experimental, because the study will be carried out in a determined time and space.
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