Dissertation
The Intersection of Narrative and Marketing: Exploring a Video Game Narrative Brand Through Brand Management and Game Studies
University of the Sunshine Coast, Queensland
Doctor of Philosophy, University of the Sunshine Coast, Queensland
2018
DOI:
https://doi.org/10.25907/00030
Abstract
Although research in Game Studies has been preoccupied with player-centric studies in the last decade, few of these studies have been business-orientated. However, due to the large development costs associated with creating video games, and because the financial success of the video game industry depends on the ability to leverage successful franchises and brands (Alpert, 2007), effective Brand Management, a sub-discipline of Marketing, should be a priority for the industry. Effective brand management results in consumers holding positive thoughts, feelings, and opinions about a brand (Keller, 2013) and therefore should be utilised in player-centric Games Studies research to benefit the industry. This Doctor of Philosophy thesis seeks to address this research gap by interrogating the brand management of a narrative brand-one in which the narrative is a key attribute (Russell & Schau, 2014). Five thematically linked articles to answer two research questions have been produced from this research and provide guidance for the video game industry about the use of branding strategies to fulfil consumer needs. The research undertaken in this doctorate is based in the constructivist paradigm and is interdisciplinary in nature to ensure that video game brands and their consumers are understood both from a Brand Management and a Game Studies point of view. This approach is appropriate because Game Studies is inherently interdisciplinary in nature, with researchers coming from various academic backgrounds (Hjorth, 2011; Shaw, 2010). The data collected were analysed using thematic analysis, an inductive research method used to identify, analyse, and report patterns in data, which are highly flexible and not limited to any particular theoretical framework or discipline (Braun & Clarke, 2006).
Details
- Title
- The Intersection of Narrative and Marketing: Exploring a Video Game Narrative Brand Through Brand Management and Game Studies
- Authors
- Jacqueline Burgess
- Contributors
- Christian M Jones (Supervisor)
- Awarding institution
- University of the Sunshine Coast, Queensland
- Degree awarded
- Doctor of Philosophy
- Publisher
- University of the Sunshine Coast, Queensland
- DOI
- 10.25907/00030
- Organisation Unit
- School of Business and Creative Industries; School of Social Sciences - Legacy; University of the Sunshine Coast, Queensland; USC Business School - Legacy; Engage Research Lab; School of Law and Society
- Language
- English
- Record Identifier
- 99451496402621
- Output Type
- Dissertation
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