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Role Involvement Shapes Brand Attitude and Consumption

In: Proceedings of the 2024 2nd International Conference on Economic Management, Financial Innovation and Public Service (EMFIPS 2024)

Author

Listed:
  • Yupu Zheng

    (Shanghai University of International Business and Economic, School of Statistics and Information)

Abstract

The game industry is one of the important emerging industries. For game companies, whether they can create a game brand that is loved and supported by players is of great significance to the survival and sustainable development of the company. Therefore, it is of vital importance to deepen the understanding of gamers’ brand attitudes and consumption intentions, with a particular focus on what factors can influence gamers’ brand attitudes and consumption intentions. In the settings of RPG role-playing games, this study explores the impact of role involvement on gamers’ brand attitude and consumption intention. With a cross-sectional survey design, questionnaire data from 402 game players were collected. The results revealed that game players’ role involvement positively predicted their consumption attitude and purchase intention. Moreover, the cognitive role involvement shaped positive brand attitude via brand identity, that is, brand identity had a significant mediating effect. The findings of this study offer theoretical and practical contributions to understanding the relationship between role involvement, consumer attitude, and purchase intention.

Suggested Citation

  • Yupu Zheng, 2025. "Role Involvement Shapes Brand Attitude and Consumption," Advances in Economics, Business and Management Research, in: Peng Dou & Keying Zhang (ed.), Proceedings of the 2024 2nd International Conference on Economic Management, Financial Innovation and Public Service (EMFIPS 2024), pages 652-663, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-706-9_59
    DOI: 10.2991/978-94-6463-706-9_59
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