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http://dx.doi.org/10.7583/JKGS.2021.21.6.3

Effect of marketing communication and channel accessibility on brand equity in a game industry  

Lee, Hyungil (Dongguk University)
Kim, Ji-Hern (Sejong University)
Publication Information
Journal of Korea Game Society / v.21, no.6, 2021 , pp. 3-12 More about this Journal
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.
Keywords
Marketing Communication; Channel Accessibility; Game industry; Brand Equity;
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