Curtin University Homepage
  • Library
  • Help
    • Admin

    espace - Curtin’s institutional repository

    JavaScript is disabled for your browser. Some features of this site may not work without it.
    View Item 
    • espace Home
    • espace
    • Curtin Research Publications
    • View Item
    • espace Home
    • espace
    • Curtin Research Publications
    • View Item

    Pawning n00bs: Insights into perceptions of brand extensions of the video game industry

    Access Status
    Fulltext not available
    Authors
    Butcher, Luke
    Tang, Ysobel
    Phau, Ian
    Date
    2016
    Type
    Journal Article
    
    Metadata
    Show full item record
    Citation
    Butcher, L. and Tang, Y. and Phau, I. 2016. Pawning n00bs: Insights into perceptions of brand extensions of the video game industry. Australasian Marketing Journal. In Press.
    Source Title
    Australasian Marketing Journal
    DOI
    10.1016/j.ausmj.2016.11.008
    ISSN
    1441-3582
    School
    School of Marketing
    URI
    http://hdl.handle.net/20.500.11937/51302
    Collection
    • Curtin Research Publications
    Abstract

    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.

    Advanced search

    Browse

    Communities & CollectionsIssue DateAuthorTitleSubjectDocument TypeThis CollectionIssue DateAuthorTitleSubjectDocument Type

    My Account

    Admin

    Statistics

    Most Popular ItemsStatistics by CountryMost Popular Authors

    Follow Curtin

    • 
    • 
    • 
    • 
    • 

    CRICOS Provider Code: 00301JABN: 99 143 842 569TEQSA: PRV12158

    Copyright | Disclaimer | Privacy statement | Accessibility

    Curtin would like to pay respect to the Aboriginal and Torres Strait Islander members of our community by acknowledging the traditional owners of the land on which the Perth campus is located, the Whadjuk people of the Nyungar Nation; and on our Kalgoorlie campus, the Wongutha people of the North-Eastern Goldfields.