Brand logos versus brand names: A comparison of the memory effects of textual and pictorial brand elements placed in computer games

While a plethora of studies on gamification advertising exists, little is known about how consumers process different types brand elements (logos and names) placed in computer games, whether differences information processing lead to variations memory. This gap addressed by conducting three rigorous experiments. In Study 2 we find that, general, logos stronger memory than names – something as the picture superiority effect. 3 examines condition where effect neutralized. We that when speed game reduced, develop similar Finally, 4, examine can be neutralized also context high-speed games. fast games if physical distinctiveness increased, both yield