Abstract
Current study was undertaken to explore a new and emerging term “brand engagement”. The main purpose of the research was to identify how male’s involvement in video games could be used to create brand engagement among consumers. The study employed observation, in-depth interviews and survey to collect data from a group of male gaming enthusiasts Dominance, social interaction and masculinity are the factors that male gamers associate with gaming. The research explored that to attract the male market segment, brand managers need to incorporate attributes in their brand positioning that that creates anxiety, curiosity and attraction among them, attributes that motivates the consumers and shows them the challenges and goals of life. DOI: 10.5901/mjss.2013.v4n11p609
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