Análise de Brand Equity e Brand performance em marcas de jogos online : exploração do behavioral perspective model (BPM).

Abstract

The video game industry has evolved since the 1990s, when it started to become popular, and even nowadays has been dominant the entertainment market, reaching ever-expanding customers and moving billion-dollar currency scales. That market arouses the need of understand consumer behavior and. analyze how much brand value impacts performance. The study of consumer behavior, when conducted from a behavioral perspective, make it possible to know the reasons that lead a consumer to choose one product over another, and the choice is influenced by the consumption environment and its history of experiences. This academic work used the Behavioral Perspective Model (BPM) as a theoretical framework to analyze consumer behavior of online games Fortnite and Playerunknown's Battlegrounds in order to verify whether there is a correlation between brand equity, brand performance and the values practiced in these games. Based on the data analyzed, it was possible to prove the positive correlation between brand equity and brand performance and to infer the positive correlation between the value practiced in games with these variables. It was also observed that environmental variables (knowledge, quality and market share) are strongly or perfectly positively correlated with each other.