Pawning n00bs: Insights into perceptions of brand extensions of the video game industry
This paper examines gamers' perceptions of video game brand extensions through a grounded-theory qualitative methodology. Results of the focus groups and interviews reveal deep and highly contextual information pertaining to gamer characteristics (discernment and fanaticism) and extension chara...
| Main Authors: | , , |
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| Format: | Journal Article |
| Published: |
Elsevier
2016
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| Online Access: | http://hdl.handle.net/20.500.11937/51302 |
| _version_ | 1848758663578124288 |
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| author | Butcher, Luke Tang, Ysobel Phau, Ian |
| author_facet | Butcher, Luke Tang, Ysobel Phau, Ian |
| author_sort | Butcher, Luke |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | This paper examines gamers' perceptions of video game brand extensions through a grounded-theory qualitative methodology. Results of the focus groups and interviews reveal deep and highly contextual information pertaining to gamer characteristics (discernment and fanaticism) and extension characteristics (affordability, collectability, fit, identity-projection, and ownership), as well as the moderating roles of marketing effectiveness, interpersonal influences, and inelasticity of demand on gaming brand equity. Results provide substantial academic value and deeper insights into this culturally and economically significant industry, with distinct implications for product design, consumer segmentation, and promotion. |
| first_indexed | 2025-11-14T09:47:34Z |
| format | Journal Article |
| id | curtin-20.500.11937-51302 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T09:47:34Z |
| publishDate | 2016 |
| publisher | Elsevier |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-513022020-07-24T07:14:37Z Pawning n00bs: Insights into perceptions of brand extensions of the video game industry Butcher, Luke Tang, Ysobel Phau, Ian This paper examines gamers' perceptions of video game brand extensions through a grounded-theory qualitative methodology. Results of the focus groups and interviews reveal deep and highly contextual information pertaining to gamer characteristics (discernment and fanaticism) and extension characteristics (affordability, collectability, fit, identity-projection, and ownership), as well as the moderating roles of marketing effectiveness, interpersonal influences, and inelasticity of demand on gaming brand equity. Results provide substantial academic value and deeper insights into this culturally and economically significant industry, with distinct implications for product design, consumer segmentation, and promotion. 2016 Journal Article http://hdl.handle.net/20.500.11937/51302 10.1016/j.ausmj.2016.11.008 Elsevier restricted |
| spellingShingle | Butcher, Luke Tang, Ysobel Phau, Ian Pawning n00bs: Insights into perceptions of brand extensions of the video game industry |
| title | Pawning n00bs: Insights into perceptions of brand extensions of the video game industry |
| title_full | Pawning n00bs: Insights into perceptions of brand extensions of the video game industry |
| title_fullStr | Pawning n00bs: Insights into perceptions of brand extensions of the video game industry |
| title_full_unstemmed | Pawning n00bs: Insights into perceptions of brand extensions of the video game industry |
| title_short | Pawning n00bs: Insights into perceptions of brand extensions of the video game industry |
| title_sort | pawning n00bs: insights into perceptions of brand extensions of the video game industry |
| url | http://hdl.handle.net/20.500.11937/51302 |