Global Sport Business Journal

Abstract
The majority of recent sport video game brand awareness research has focused on the increase of advertisers and changes to the in-game experience. The major objective of this study was to conduct one of the first ever studies related to brand awareness in mobile sports video games while also examining the potential differences in brand awareness due to the type of control mechanism. A total of 176 participants took part in this quasi-experimental study that used two different control mechanisms (PS4 and iPad) and one control group (Pictures) to investigate the influence of control mechanism on brand awareness and brand loyalty. Results indicated that control mechanism significantly impacted both the brand awareness and brand loyalty of those playing sports video games. Additionally, avid gamers demonstrated significantly higher levels of brand awareness and brand loyalty than casual gamers.
Recommended Citation
Brownlee, Eric A.; Shreffler, Megan B.; and Warren, Clinton
(2015)
"The Impact of Control Mechanism and Video Game Playing Experience on Brand Awareness and Consumer Brand Loyalty in Sport Video Games,"
Global Sport Business Journal: Vol. 3:
Iss.
3, Article 2.
Available at:
https://scholarworks.sfasu.edu/gsbj/vol3/iss3/2
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