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EnglishThe digital revolution has led to a change in consumer purchasing behaviour, highlighting the importance of the advocate phase, not only for brand reputation, but also for other consumers, who are in the early phases of consider-evaluate. This study explores the extant literature and applies it to the video games market, aiming to investigate, through future research and a survey, how does brand advocacy influence consumers purchase decisions and reduce risk perception, increasing brand trust and reputation in the gaming market.
Strategic implications of brand advocacy on consumer purchase decisions in the video game market / Pellicelli, Anna Claudia; Franzè, Claudia. - ELETTRONICO. - Proceedings of 19th International Marketing Trends Conference 2020 Paris(2020). ((Intervento presentato al convegno International Marketing Trends Conference Paris 2020 tenutosi a Parigi (FR) nel 16-18/01/2020.
| Titolo: | Strategic implications of brand advocacy on consumer purchase decisions in the video game market |
| Autori: | |
| Data di pubblicazione: | 2020 |
| Abstract: | The digital revolution has led to a change in consumer purchasing behaviour, highlighting the imp...ortance of the advocate phase, not only for brand reputation, but also for other consumers, who are in the early phases of consider-evaluate. This study explores the extant literature and applies it to the video games market, aiming to investigate, through future research and a survey, how does brand advocacy influence consumers purchase decisions and reduce risk perception, increasing brand trust and reputation in the gaming market. |
| ISBN: | 978-2-490372-09-6 |
| Appare nelle tipologie: | 4.1 Contributo in Atti di convegno |
File in questo prodotto:
| File | Descrizione | Tipologia | Licenza | |
|---|---|---|---|---|
| Strategic implications of brand advocacy on consumer purchase decisions in the video game market..pdf | 2. Post-print / Author's Accepted Manuscript | PUBBLICO - Tutti i diritti riservati | Visibile a tuttiVisualizza/Apri |
http://hdl.handle.net/11583/2852826
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