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Query: faculty: "FEB" and publication year: "2010"

AuthorO. Afonina
TitleDeterminants of Brand Extension performance in experiential industry : evidence from the video gaming.
SupervisorsM.A.A.M. Leenders, F.B Situmeang
Year2010
FacultyFaculty of Economics and Business
AbstractThe gaming industry is a multi billion dollar market involving great production and promotion costs, as well as creating new working places and even professions. The growing army of consumers of this entertainment product includes people of different ages and social levels, making this market interesting and complex to manage for the marketers. Despite ongoing researches on video games in a wide range of different fields, including computer science, media and cultural studies, psychology, medicine, education, physics and youth studies, this huge and fast developing market was almost ignored by the marketing scholars. One of the strategies frequently applied by game developers is sequel release which is a form of brand extension. This study attempted to provide insights for the well researched topic of brand extensions (which was mostly done on the examples of physical goods) in the scarce studied environment of hedonic goods. In this study I integrate diverse streams of literature from brand extension, consumer perception and experiential markets in order to identify factors that influence the market performance of sequels of video games. The empirical research was carried by analyzing the real data from the open online sources on video games, and thus provides reliable results unlike the studies using hypothetical brands. The key findings of this research suggest that critic rating and sales of previous game installment are the most influential predictors of the sequel performance. Even thought other factors (genre extension, user rating, use of media franchise and naming strategy) are not so important for the success of the brand extension, analysis and discussion reveals insights for the entertainment industry. I then use the results of research to derive recommendations for marketers who work in entertainment industry, as well as provide comments for the theory on brand extensions from the side of experiential industry. Also limitations of my study and recommendations for the further research are discussed.
Document type scriptie master
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