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http://hdl.handle.net/10071/27187
Author(s): | Romero, Maria Inês Relvas |
Advisor: | Loureiro, Sandra Maria Correia Rodrigues, Mariana de Oliveira Berga |
Date: | 22-Dec-2022 |
Title: | Understanding the use of game advertising for luxury brands: The impact of brand coolness on brand equity |
Reference: | Romero, M. I. R. (2022). Understanding the use of game advertising for luxury brands: The impact of brand coolness on brand equity [Dissertação de mestrado, Iscte - Instituto Universitário de Lisboa]. Repositório Iscte. http://hdl.handle.net/10071/27187 |
Keywords: | Brand credibility Brand coolness Brand equity Game advertising Luxury brands Marcas de luxo |
Abstract: | In a world where digital continues to develop, there is an increasing need for brands to stand
out from the competition. To achieve that it is necessary that they make investments in order to
be seen as credible brands, but also in order to represent an added intangible value for the
consumer. The aim of this study is then to understand if the use of Game Advertising in Luxury
Brands will have that impact. Taking as a starting point the Brand Credibility associated to
Luxury Brands, this study tries to understand its relationship with their Brand Coolness and,
consecutively, the impact on their Brand Equity. It also seeks to explain if there are
characteristics intrinsic to each individual that can moderate this relationship.
To carry out this analysis, the case of the Louis Vuitton brand with the League of Legends
Game was used as an example and a questionnaire was shared, reaching 417 individuals. The
data processing and interpretation processes were performed using IBM SPSS Statistics 28 and
SmartPLS4 software.
It was possible to conclude that Brand Credibility increases consumers' perception of Brand
Coolness, just as it also positively impacts Perceived Quality, Brand Awareness and Loyalty of
a consumer towards a brand and, consequently, its Brand Equity. The fact that individuals are
consumers of Luxury Brands and that they are already aware of other brands using Game
Advertising also has a positive impact on Brand Awareness. Num mundo em que o digital continua a desenvolver-se, há uma necessidade crescente de as marcas se destacarem da concorrência. Para tal é necessário que realizem investimentos de modo a serem vistas como marcas credíveis, mas também de forma a conseguirem representar um valor intangível acrescido para o consumidor. O objetivo deste estudo é então perceber se o uso de Game Advertising nas Marcas de Luxo terá esse impacto. Tendo como ponto de partida a Brand Credibility associada às Marcas de Luxo, este estudo tenta compreender a sua relação com a Brand Coolness da mesma e, consecutivamente, o impacto na sua Brand Equity. Procura também explicar se existem características intrínsecas a cada indivíduo que podem moderar esta relação. Para realizar esta análise foi utilizado como exemplo o caso da marca Louis Vuitton com o Jogo League of Legends e partilhado um questionário, através das redes sociais, comunidades de jogos, e em escolas, que alcançou 417 indivíduos. Os processos de processamento e interpretação dos dados foram realizados utilizando o IBM SPSS Statistics 28 e o software SmartPLS4. Foi possível concluir que a Brand Credibility aumenta a perceção de Brand Coolness dos consumidores, tal como esta também impacta positivamente a Qualidade Percecionada, a Brand Awareness e a Lealdade de um consumidor face a uma marca e, consequentemente, a Brand Equity da mesma. Tem igualmente um impacto positivo na Brand Awareness o facto dos indivíduos serem consumidores de marcas de luxo e de já terem conhecimento de outras marcas utilizarem Game Advertising. |
Department: | Departamento de Marketing, Operações e Gestão Geral |
Degree: | Mestrado em Marketing |
Peerreviewed: | yes |
Access type: | Restricted Access |
Appears in Collections: | T&D-DM - Dissertações de mestrado |
Files in This Item:
File | Description | Size | Format | |
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master_maria_relvas_romero.pdf Restricted Access | 1,53 MB | Adobe PDF | View/Open Request a copy |
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