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Analyzing the Impact of Perceived Playfulness and Price On Brand Loyalty In a Football Game Product: A Case Study Of EA Sports FC Mobile Indonesia

In: Proceedings of the 5th International Conference on Global Innovation and Trends in Economy 2024 (INCOGITE 2024)

Author

Listed:
  • Rocky Stefanus Kumonong

    (Swiss German University)

  • Anthon Stevanus Tondo

    (Swiss German University)

  • Mochammad Riyadh Rizky Adam

    (Swiss German University)

Abstract

This study aims to explore the effect of perceived playfulness and price on brand loyalty among players of EA FC Mobile. With the increasing popularity of mobile gaming, understanding factors that drive brand loyalty is essential for game developers and marketers. A survey will be conducted among EA FC Mobile players to assess their emotional engagement, perceptions of price fairness, and brand loyalty. Previous research has noted positive relationships between emotional value and price respectively to brand loyalty. The discoveries are anticipated to supply experiences for game developers to enhance brand loyalty through emotional engagement and fair pricing strategies.

Suggested Citation

  • Rocky Stefanus Kumonong & Anthon Stevanus Tondo & Mochammad Riyadh Rizky Adam, 2024. "Analyzing the Impact of Perceived Playfulness and Price On Brand Loyalty In a Football Game Product: A Case Study Of EA Sports FC Mobile Indonesia," Advances in Economics, Business and Management Research, in: Soebowo Musa & Eric J. Nasution & Derek Ong Lai Teik & Hanny N. Nasution & Gilbert M. Tumibay & Amiz (ed.), Proceedings of the 5th International Conference on Global Innovation and Trends in Economy 2024 (INCOGITE 2024), pages 667-677, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-585-0_45
    DOI: 10.2991/978-94-6463-585-0_45
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