What are gamers' perceptions of luxury brands and video games collaborating? / Sarah WALSH / 2022

Titre : What are gamers' perceptions of luxury brands and video games collaborating? Type de document : Mémoire Auteurs : Sarah WALSH, Auteur Année de publication : 2022 Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de la page. Langues : Anglais (eng) Mots-clés : Management COLLABORATION INTER ENTREPRISES ; IMAGE DE MARQUE ; INDUSTRIE DU LUXE SECTEUR ; JEU VIDEO SECTEUR Résumé : The purpose of this research investigation is to examine gamers’ perceptions of the recent trend in which luxury brands are collaborating with gaming companies to bring out in-game co-branded products. It is important to analyse how gamers feel about luxury brands entering their community, how this collaboration will shape their image of the luxury brand, and if it will result in purchases. This study uses a qualitative approach by conducting 13 semi-structured interviews with both male and female gamers surround 5 key areas: gaming experience, skins experience, luxury brands in metaverse, dressing in real life, and social media. Previous studies have shown factors that influence consumers perceptions of luxury brand collaborations with mass market retailers. Findings of this analysis show that gamers have a positive perception towards luxury brands collaborating with video games to bring out in-game products and skins. However, for gamers to react positively, there must be a high degree of perceived brand fit between the two collaborating brands. In addition, recommendations have been provided to advise marketing managers how to successful appeal to gamers needs and choose a partner brand that will be perceived as a strong brand fit. Programme : MSc Luxury Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=564590