Brand equity of digital games : the influence of product brand and consumer experiences as sources of unique value

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dc.contributor Aalto-yliopisto fi
dc.contributor Aalto University en
dc.contributor.author Storgårds, Jan Henrik
dc.date.accessioned 2013-10-10T10:11:16Z
dc.date.available 2013-10-10T10:11:16Z
dc.date.issued 2011
dc.identifier.isbn 978-952-60-4087-5
dc.identifier.issn 1799-4934
dc.identifier.uri https://aaltodoc.aalto.fi/handle/123456789/11083
dc.description.abstract By demonstrating something unique a product stands out from the mass. This is the starting point of brand awareness, which exerts influence over consumers’ product evaluation processes. Particularly in the digital games industry, the creation of unique value is vital as games utilize intangible modes of distribution lacking physical form, which ultimately leads to difficulties in highlighting and facilitating evaluation of a game’s defining characteristics. The objective of this thesis is to determine and conceptualize how a game functions as a source of unique value. A game’s varied defining characteristics function as the source of brand equity which results in incremental effects influencing consumers’ product evaluation. The unique value characteristics of games are studied from three perspectives: 1) by examining the motivational aspects of digital games consumption; 2) by investigating the influence of brand image and prior experience on product evaluation regarding a game’s salient qualities and 3) by demonstrating the organizational practices involved in the development of unique qualities by processing novel game ideas within digital game studios. Three interrelated theories are adapted from various research contexts regarding the brand equity phenomenon - motivational theory, information processing theory of consumer choice and boundary objects-in-use in organizational practices. This thesis uses methodology triangulation to answer the research question, both quantitative (surveys and multivariate data analysis) and qualitative methods (interpretative case study) are applied to four data collection samples; three from consumers and one from game developers. The main contribution of this study is that both the game brand and prior experience are central elements which result in incremental influences on consumers’ product evaluation processes. First, the results indicate that both intrinsic and extrinsic motivational aspects of consumption are important determinants of perceived value. Enjoyment, particularly the fun in games, plays a more important role during the awareness creation process than usefulness. Second, the results suggest that the influence of brand image on product evaluation is covert and this modifies consumers’ decision making structures. This leads to a reprioritization of attribute importance in which prior game playing experience maintains an additional significant role. Third, the processing of ideas in digital games studios is an imperative and complex practice. The overwhelming amount of knowledge conflicts during idea processing practices lead to the birth of unique value. Following the results of this thesis, digital games should be viewed as experience information goods. The findings provide novel theoretical and practical perspectives regarding brand equity and demonstrate how a combination of unique value characteristics can be used to create a successful game which stands out from the mass. en
dc.format.extent vii, 62, [150] s.
dc.format.mimetype application/pdf en
dc.language.iso en en
dc.publisher Aalto University en
dc.publisher Aalto-yliopisto fi
dc.relation.ispartofseries Aalto University publication series. DOCTORAL DISSERTATIONS fi
dc.relation.ispartofseries 29/2011 fi
dc.title Brand equity of digital games : the influence of product brand and consumer experiences as sources of unique value en
dc.type G5 Artikkeliväitöskirja fi
dc.contributor.school Kauppakorkeakoulu fi
dc.contributor.school School of Business en
dc.contributor.department Tieto- ja palvelutalouden laitos fi
dc.identifier.urn URN:ISBN:978-952-60-4087-5
dc.type.dcmitype text en
dc.programme.major Tietojärjestelmätiede fi
dc.programme.major Information Systems Science en
dc.type.ontasot Väitöskirja (artikkeli) fi
dc.type.ontasot Doctoral dissertation (article-based) en
dc.contributor.supervisor Tuunanen, Virpi, professor
dc.opn van der Heijden, Hans, professor, University of Surrey, Great Britain
dc.subject.helecon tietojärjestelmät
dc.subject.helecon digitaalitekniikka
dc.subject.helecon pelit
dc.subject.helecon kuluttajat
dc.subject.helecon arviointi
dc.subject.helecon brandit
dc.subject.helecon tieto
dc.subject.helecon kokemus
dc.subject.helecon information systems
dc.subject.helecon games
dc.subject.helecon consumers
dc.subject.helecon evaluation
dc.subject.helecon brands
dc.subject.helecon knowledge
dc.date.defence 2011-05-04
dc.dissid 424
dc.identifier.bibid 574447


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