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Publication
O impacto do brand equity de franquias na intenção de compra de videojogos
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Abstract(s)
A indústria dos videojogos tem vindo a crescer de forma exponencial, tornando-se um dos principais pilares do entretenimento global. Neste cenário competitivo, compreender como os consumidores percecionam e respondem às marcas é fundamental. Esta dissertação examina o impacto do brand equity de franquias na intenção de compra de videojogos, com base no modelo de brand equity baseado no consumidor (CBBE) de Aaker (1991) e nas suas dimensões brand awareness, brand associations, brand loyalty e perceived quality. A investigação seguiu uma abordagem quantitativa, utilizando a escala validada de Yoo e Donthu (2001), adaptada ao contexto dos videojogos e servindo-se da franquia Grand Theft Auto como exemplo de marca. A amostra foi composta por 142 respostas válidas, maioritariamente de consumidores experientes, recolhidas sobretudo através do Reddit. A análise estatística baseou-se na regressão linear múltipla e os resultados confirmam que todas as dimensões analisadas influenciam positivamente a intenção de compra, destacando-se a brand loyalty como o fator mais determinante, seguida da perceived quality e, em conjunto, da brand awareness e das brand associations. Estes dados sugerem que, para franquias bem estabelecidas no setor dos videojogos, a relação e experiência com a marca têm mais peso do que a simples familiaridade. O estudo reforça a aplicabilidade do modelo do CBBE no contexto dos videojogos, oferecendo contributos relevantes para a investigação académica, assim como para a gestão de marca e prática de marketing no entretenimento digital.
The video game industry has grown exponentially, becoming one of the main pillars of global entertainment. In this competitive landscape, understanding how consumers perceive and respond to brands is essential. This dissertation explores the impact of franchise brand equity on video game purchase intention, based on Aaker’s (1991) customer-based brand equity (CBBE) model and its core dimensions: brand awareness, brand associations, brand loyalty, and perceived quality. The research followed a quantitative approach, using the validated scale by Yoo and Donthu (2001), adapted to the video game context and using the Grand Theft Auto franchise as a brand example. The sample consisted of 142 valid responses, mostly from experienced consumers, collected primarily through Reddit. Statistical analysis was conducted using multiple linear regression, and the results confirmed that all brand equity dimensions have a positive influence on purchase intention. Brand loyalty emerged as the most influential factor, followed by perceived quality, and then brand awareness and brand associations combined. These findings suggest that, for well-established video game franchises, the consumer’s relationship and experience with the brand carry more weight than simple familiarity. The study reinforces the applicability of the CBBE model within the video game sector, offering relevant contributions to academic research as well as to brand management and marketing practice in digital entertainment.
The video game industry has grown exponentially, becoming one of the main pillars of global entertainment. In this competitive landscape, understanding how consumers perceive and respond to brands is essential. This dissertation explores the impact of franchise brand equity on video game purchase intention, based on Aaker’s (1991) customer-based brand equity (CBBE) model and its core dimensions: brand awareness, brand associations, brand loyalty, and perceived quality. The research followed a quantitative approach, using the validated scale by Yoo and Donthu (2001), adapted to the video game context and using the Grand Theft Auto franchise as a brand example. The sample consisted of 142 valid responses, mostly from experienced consumers, collected primarily through Reddit. Statistical analysis was conducted using multiple linear regression, and the results confirmed that all brand equity dimensions have a positive influence on purchase intention. Brand loyalty emerged as the most influential factor, followed by perceived quality, and then brand awareness and brand associations combined. These findings suggest that, for well-established video game franchises, the consumer’s relationship and experience with the brand carry more weight than simple familiarity. The study reinforces the applicability of the CBBE model within the video game sector, offering relevant contributions to academic research as well as to brand management and marketing practice in digital entertainment.
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Keywords
Brand equity Intenção de compra Videojogos