The effects of brand collaboration with the online game on customer equity and purchase intention: moderating effect of fashion brand type | Asia Pacific Journal of Marketing and Logistics | Emerald Publishing
Kim SJ, Yoo J, Ko E (2023), "The effects of brand collaboration with the online game on customer equity and purchase intention: moderating effect of fashion brand type". Asia Pacific Journal of Marketing and Logistics, Vol. 35 No. 9 pp. 2282–2299, doi: https://doi.org/10.1108/APJML-03-2022-0279 Download citation file: This study aims to investigate the relationship between collaboration product attributes, consumption value, customer equity and purchase intention – specifically, the moderating effect of fashion brand type (luxury and sports). Online game and fashion (luxury and sports) brands were selected and online game items showing items' logos were used as stimuli. A total of 328 South Korea consumers answered a survey. The hypotheses were tested using a structural equation model (SEM). Collaboration product attributes influence consumption value, which links to customer equity. Customer equity increases purchase intention. The multi-group analysis confirmed the difference between
Explore this link on the map →