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

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.

MoreLess

Year of publication:	2009
Authors:	Clavio, Galen ; Kraft, Patrick M. ; Pedersen, Paul M.
Published in:	International Journal of Sports Marketing and Sponsorship. - Emerald Group Publishing Limited, ISSN 2515-7841, ZDB-ID 2238604-X. - Vol. 10.2009, 2, p. 39-52
Publisher:	Emerald Group Publishing Limited
Subject:	PGA Tour \| Tiger Woods \| product placement \| video games \| brand image

Online Resource

Check full text access |

More access options

Check Google Scholar

In libraries world-wide (WorldCat)

In German libraries (KVK)

subito order

I need help

More details

Type of publication:	Article
Type of publication (narrower categories):	research-article
Language:	English
Other identifiers:	10.1108/IJSMS-10-02-2009-B005 [DOI]
Source:	Other ZBW resources

Persistent link: https://www.econbiz.de/10014811624