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dc.contributor.authorButcher, Luke
dc.contributor.authorTang, Ysobel
dc.contributor.authorPhau, Ian
dc.date.accessioned2017-03-24T11:52:39Z
dc.date.available2017-03-24T11:52:39Z
dc.date.created2017-03-23T06:59:53Z
dc.date.issued2016
dc.identifier.citationButcher, 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.
dc.identifier.urihttp://hdl.handle.net/20.500.11937/51302
dc.identifier.doi10.1016/j.ausmj.2016.11.008
dc.description.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.

dc.publisherElsevier
dc.titlePawning n00bs: Insights into perceptions of brand extensions of the video game industry
dc.typeJournal Article
dcterms.source.volume-
dcterms.source.startPage---
dcterms.source.issn1441-3582
dcterms.source.titleAustralasian Marketing Journal
curtin.departmentSchool of Marketing
curtin.accessStatusFulltext not available
curtin.contributor.orcidPhau, Ian [0000-0002-0759-6092]


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