Impact of the COVID-19 pandemic on brand equity dimensions and consumers’ purchase behaviors of video game brands

: examining the moderation role of type of gaming for which the brand is most used

Abstract

This study intends to better understand how the COVID-19 pandemic has impacted certain brand equity dimensions: brand awareness, brand image, perceived quality and brand loyalty, and consumers’ purchase behaviors: purchase intention and willingness to pay of video game brands in specific, as they are a part of an industry that is now more popular than ever, and such popularity rose even more with the ongoing pandemic. Additionally, this study also examines the brand being most used for single-player or multi-player type of gaming as the potential moderator role.Results indicate that the COVID-19 pandemic brought a significant positive impact to all the brand equity dimensions apart of the study and to purchase intention and willingness to pay (above) regarding consumers’ purchase behavior. Apart of consumers’ purchase behavior is also willingness to pay (below), which did not suffer a significant impact with the pandemic. The results also show that the moderation effect of the video-game brand being most used for single-player or multi-player type of gaming is nonexistent. This study provides valuable insights into how the pandemic has affected brand equity dimensions and consumers’ purchase behaviors of brands, and into how such marketing concepts can more often be studied regarding video game brands.

Date of Award	20 Oct 2021
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Maria Estarreja (Supervisor)