Immersive gaming in the fashion arena: an investigation of brand coolness and its mediating role on brand equity
Journal of Research in Interactive Marketing
ISSN: 2040-7122
Article publication date: 30 September 2023
Abstract
Purpose
This study's aim was to investigate the role of the perceived values of gaming on consumers' perceptions of brands as cool as well as the impacts on the consumer–brand equity relationship. The study proposed a framework highlighting the influences of fashion-branded games on brand coolness and building fashion brands' overall equity. As significant factors affecting gamers, gender and gaming have been studied as moderators affecting the overall proposed framework.
Design/methodology/approach
A quantitative method was used to assess the significance of the relationships within the proposed model. Partial least squares structural equation modeling technique was implemented to assess the framework's relationships with a sample size of 248 active online gamers.
Findings
The findings indicate that brand equity is positively associated with perceived brand coolness. Furthermore, of the three core online game values, perceived enjoyment was most strongly associated with perceived brand coolness, with other values, such as self-expression and perceived emotional challenge, having a weaker association. The multigroup analysis results further suggest that in the fashion industry, building brand equity through online games is strongly related to perceived brand coolness among female respondents, with the role of perceived brand coolness affecting male respondents to a lesser degree.
Originality/value
The contribution of this study to the existing literature consists in providing a deeper understanding of the impact of branded games on fashion brands' overall equity. The results provide insights for fashion brand managers into the significant effect of fashion gaming collaborations on consumers' behavioral outcomes.
Keywords
Acknowledgements
The authors would like to extend their sincere appreciation to the anonymous reviewers for their invaluable contributions in reviewing and enhancing the manuscript. Their diligent efforts and insightful feedback have significantly improved the quality of this work.
Author contribution: Suha Salem and Alshaimaa Alanadoly contributed to the study design. Suha Salem was involved in the introduction, data collection, and analysis. Alshaimaa Alanadoly played a role in conceptualizing the theory and developing hypotheses. Both of them collaborated on the discussion and implications, as well as handling the review process. Mohammed Sulaiman contributed to data collection and the initial draft of the discussion.
Citation
Salem, S.F., Alanadoly, A.B. and Sulaiman, M.A.B.A. (2023), "Immersive gaming in the fashion arena: an investigation of brand coolness and its mediating role on brand equity", Journal of Research in Interactive Marketing, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JRIM-02-2023-0053
Publisher
:Emerald Publishing Limited
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