TITLE

Communicating with consumers through video games: an analysis of brand development within the video gaming segment of the sports industry

AUTHOR(S)
Clavio, Galen; Kraft, Patrick M.; Pedersen, Paul M.
PUB. DATE
January 2009
SOURCE
International Journal of Sports Marketing & Sponsorship;Jan2009, Vol. 10 Issue 2, p143
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
The PGA Tour/Tiger Woods golf series was examined for brand and product placement and found to have 2,100 identifiable brand images, with all but one occurring in the final three years. Brands appearing most frequently included Oakley, Nike, adidas, TW Nike and Tag Heuer. By product category, Nike was leader in equipment (36%) and Oakley in apparel (31%). The results indicate that video games are increasingly seen as viable marketing avenues.
ACCESSION #
36430380

 

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