An Examination of the Four Factors of Brand Resonance and their Theoretical Application to Video Games

Jacqueline Burgess; Wendy Spinks

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An Examination of the Four Factors of Brand Resonance and their Theoretical Application to Video Games

Jacqueline Burgess and Wendy Spinks

Journal of New Business Ideas and Trends, Vol.12(2), pp.37-49

2014

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Abstract

Business and Management

brand resonance

behavioural loyalty

attitudinal attachment

brand community

engagement

video games

Purpose: The purpose of this paper is to explore the literature about the four factors of Keller's brand resonance theory: behavioural loyalty, attitudinal attachment, a sense of community and active engagement, and theoretically apply them to video games, a growth industry. Method: Searches were conducted in multi-discipline peer reviewed journals to review the literature on brand resonance. Peer reviewed journal articles, news articles, comments in forums and blogs and consumer created content were examined to theoretically apply the theory to the video game industry. Findings:Whilst this paper is not empirical in nature, it seeks to show that the four factors of brand resonance are worthwhile exploring and can be theoretically applied to diverse brands such as video games. Originality: This paper presents the first detailed examination of the literature on the four factors of Keller's brand resonance theory and their theoretical application to the video game industry.

Details

Title: An Examination of the Four Factors of Brand Resonance and their Theoretical Application to Video Games
Authors: Jacqueline Burgess (Author) - University of the Sunshine Coast - Faculty of Arts and Business
Wendy Spinks (Author) - University of the Sunshine Coast - Faculty of Arts and Business
Publication details: Journal of New Business Ideas and Trends, Vol.12(2), pp.37-49
Publisher: Australian Business Education Research Association
Date published: 2014
ISSN: 1446-8719
Organisation Unit: School of Business and Creative Industries; University of the Sunshine Coast, Queensland; USC Business School - Legacy; Engage Research Lab
Language: English
Record Identifier: 99449039402621
Output Type: Journal article

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