Research on the Mechanism of Game Brand Association on Consumer Purchase Behavior

Yibing Hou

doi:10.47297/wspdecWSP2515-797305.20250907

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Volume 9, Issue 7

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Research on the Mechanism of Game Brand Association on Consumer Purchase Behavior
Research on the Mechanism of Game Brand Association on Consumer Purchase Behavior
Ningxia University, Yinchuan, Ningxia, 750021,China
Vol. 9, Issue 7, Pages: 23-30(2025)
Published：30 July 2025
DOI：10.47297/wspdecWSP2515-797305.20250907
Accepted：

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Hou Yibing.Research on the Mechanism of Game Brand Association on Consumer Purchase Behavior[J].Development Economics of China,2025,09(07):23-30.
DOI：

Hou Yibing.Research on the Mechanism of Game Brand Association on Consumer Purchase Behavior[J].Development Economics of China,2025,09(07):23-30. DOI： 10.47297/wspdecWSP2515-797305.20250907.

摘要

Abstract

Brand collaborations have emerged as a marketing and brand communication strategy in recent years

with game collaborations becoming a key approach for the gaming industry to boost user engagement and brand awareness. This study investigates how collaborations between game brands and other organizations influence consumer purchasing behavior. The research model is constructed based on the ABC Attitude Theory and validated through correlation analysis

regression analysis

and mediation analysis. Results indicate that brand awareness and collaboration compatibility significantly positively affect consumers' purchase intention

while emotional value partially mediates the relationship between these factors and purchasing behavior. These findings provide valuable insights for conducting user research before game-brand collaborations

thereby enhancing partnership effectiveness.

关键词

Keywords

references

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