Brand Reputation as a Critical Success Factor on the Subscription-Based Gaming Market - Research Results

• Autorzy: Aleksandra Ryczko
• Języki publikacji: EN

Abstrakty

EN

This study aims to establish the role of a brand reputation as a critical success factor. Although there are studies on brand reputation, none of them focuses on the topic in the context of the subscription-based gaming market. The aim of the study is to esta-blish how opinions of gamers about a game subscription provider and its performance (i.e. brand reputation) impact the success of this brand. An online survey was used as a method. All the findings reveal that the brand with a positive reputation is more suc-cessful than the brand with a negative or less positive reputation. Therefore, it may be stated that the positive reputation of a brand providing a video game subscription service supports the success of this service, while the negative reputation may contribute to its failure. (original abstract)

Słowa kluczowe

EN

Brand image; Games market; Key success factors

PL

Wizerunek marki; Rynek gier; Kluczowe czynniki sukcesu

• Czasopismo: Academic Review of Business and Economics (ARBE)
• Rocznik: 2023
• Tom: 4(1)
• Strony: 35--53

Twórcy

autor

Aleksandra Ryczko

• University of Economics in Katowice, Poland

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Identyfikatory

DOI

https://doi.org/10.22367/arbe.2023.04.03