Journal of Korea Game Society (한국게임학회 논문지)

Korea Game Society (한국게임학회)
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Effect of marketing communication and channel accessibility on brand equity in a game industry

마케팅 커뮤니케이션과 유통 접근성이 게임 브랜드의 자산가치에 미치는 효과

  • Received : 2021.04.23
  • Accepted : 2021.10.22
  • Published : 2021.12.20
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Abstract

In this study, we verified the relationship of major variables that affect brand awareness, brand image and brand loyalty in the game industry. Six hypotheses for five variables were established and tested using K-BPI data. Distribution accessibility had the only significant effects on brand awareness, whereas marketing communication and distribution accessibility had significant effects on brand image. Only the brand image had a significant effect on brand loyalty. Brand communication to improve brand image and distribution to promote experiential marketing seem to be important.

본 논문은 게임산업에서 브랜드 인지도와 브랜드 이미지에 영향을 미치는 주요 변수들의 관계와 브랜드 충성도 형성 과정을 실증분석 했다. 이를 위해, K-BPI 데이터로 5가지의 주요 변수 간 6가지 가설을 세우고 검정하였다. 그 결과, 브랜드 인지도에 미치는 효과는 유통접근성 만이 유의한 반면, 브랜드 이미지에는 마케팅 커뮤니케이션과 유통접근성 모두 유의한 효과를 보이는 것으로 나타났다. 브랜드 충성도에는 브랜드 이미지만 유의한 효과를 보였다. 따라서, 게임산업의 마케팅 커뮤니케이션 활동의 목표는 브랜드 이미지 개선으로 하는 것이 바람직하며, 체험과 같은 소비경험을 제고하는 전략이 중요한 것으로 보인다.

Keywords

Acknowledgement

Acknowledgments: We acknowledge Ki-Dong Lee, the director of Business Value Department in KMAC for providing brand equity data (K-BPI).

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