Gift of fantasy: investigating how fantasy in digital game impacts game brand immersion

PurposeThis research aims to extend brand relationship theory to the domain of online gaming by augmenting the understanding of the role played by fantasy state in digital game in impacting gamers' immersive relationships with digital game brands. In this quest, the research examines how fantas...

Full description

Saved in:
Bibliographic Details
Published in:Information technology & people (West Linn, Or.) Or.), 2023-03, Vol.36 (2), p.661-682
Main Authors: Sarkar, Abhigyan, Sarkar, Juhi Gahlot
Format: Article
Language:English
Subjects:
Attachment style
Brands
Computer & video games
Consumer behavior
Consumers
Coronaviruses
COVID-19
Data
Domains
Games
Hypotheses
Information systems
Information technology
Marketing
Motivation
Quantitative analysis
Submerging
Citations: Items that this one cites
Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:PurposeThis research aims to extend brand relationship theory to the domain of online gaming by augmenting the understanding of the role played by fantasy state in digital game in impacting gamers' immersive relationships with digital game brands. In this quest, the research examines how fantasy state in game (FSG) creates game brand immersion (GBI) through the mediation of emotional game brand attachment (EGBA) and the roles of individual's need for escapism (NE) and anxious attachment style (AAS) in moderating the aforementioned relationships.Design/methodology/approachThe research employs a pre-test followed by two quantitative studies. Quantitative data were analyzed using the PROCESS macro.FindingsResults from Study 1 illustrate that perceived fantasy in game generates EGBA, which, in turn, predicts GBI. Further, Study 2 establishes that the effect of fantasy in game on EGBA is moderated by gamer's NE. The moderating effect of NE is moderated by individual's AAS.Originality/valueValue of the study lies in extending consumer–brand relationship theory to digital gaming domain which enhances the understanding of how fantasy state in digital game can lead to GBI and the roles played by individual personality characteristics like escapism motivation and AAS in the process.
ISSN:0959-3845
1758-5813
DOI:10.1108/ITP-11-2020-0809