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Article
Publication date: 1 March 2024

Alshaimaa Bahgat Alanadoly and Suha Fouad Salem

The aim of this study was to investigate the role of immersive gaming on brand coolness and brand equity, with particular emphasis on fashion gaming collaborations. We used game…

Abstract

Purpose

The aim of this study was to investigate the role of immersive gaming on brand coolness and brand equity, with particular emphasis on fashion gaming collaborations. We used game theory as a theoretical framework to analyse immersive branding strategies and gain a deeper understanding of fashion consumers’ decision-making process in gaming environments. Gender, as a significant factor affecting gamers, has been studied as a moderator that impacts the overall proposed framework.

Design/methodology/approach

A quantitative method was used to assess the significance of relationships within the proposed model empirically. The partial least squares structural equation modelling technique was implemented to assess the relationships of the framework with a sample size of 160 active Malaysian gamers.

Findings

The findings indicate that brand equity is positively associated with perceived brand coolness. Furthermore, of the three core values of online games, perceived enjoyment is most strongly associated with perceived brand coolness, ahead of the values of self-expression and perceived emotional challenge. The results of the multigroup analysis further suggest that in the fashion industry, building brand equity through online games is strongly related to perceived brand coolness among female respondents, the role of perceived brand coolness being weaker among male respondents.

Originality/value

The study contributes to the existing literature by providing a deeper understanding of the impact of immersive gaming branding practices on the overall equity of the fashion brand. The results provide insight for fashion brand managers into the significant effect on consumer behaviour outcomes of fashion-gaming collaborations.

研究目的

本研究擬探討身歷其境的遊戲體驗在品牌酷感和品牌資產上所扮演的角色; 研究特別強調裝扮遊戲的合作。研究人員以博弈論作為研究的理論框架,來分析沉浸品牌策略、和對時裝消費者在遊戲的環境中如何作出決策取得更深入的瞭解。研究人員探討了性別作為影響遊戲參與者的重要因素,這因素被視為為整個被提出的框架帶來調節的影響和作用。

研究設計/方法/理念

研究人員採用定量方法進行研究,目的為於被提出的模型內之各種關聯的意義進行以經驗為依據的評估。研究人員採用了基於偏最小平方法的結構方程模型研究法,來對一個包含160名活躍的馬來西亞遊戲參與者的樣本進行框架的各個聯繫的評估研究。

研究結果

研究結果顯示,品牌資產與品牌酷感成正相關; 而且,在網絡遊戲的三個核心價值中,感知享受與品牌酷感之間的聯繫最為強烈和密切,超過自我表現和感知情感挑戰兩者的價值; 多群組的分析結果更暗示了在時裝產業裡,透過網絡遊戲去建立品牌資產在女性回應者中是與品牌酷感有強烈密切的關係; 而在男性回應者中,品牌酷感所扮演的角色則較弱。

研究的原創性/價值

本研究使我們能更深入認識沉浸遊戲品牌的慣常做法如何影響時裝品牌的整體資產。研究結果為時裝品牌經理提供了啟示,使他們明瞭時裝遊戲的合作會給消費者行為產生重要的影響。

Details

European Journal of Management and Business Economics, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2444-8451

Keywords

Content available
Article
Publication date: 1 April 2006

Michael Aherne

287

Abstract

Details

Leadership in Health Services, vol. 19 no. 2
Type: Research Article
ISSN: 1366-0756

Content available
Article
Publication date: 10 May 2023

Pasquale Legato and Rina Mary Mazza

An integrated queueing network focused on container storage/retrieval operations occurring on the yard of a transshipment hub is proposed. The purpose of the network is to support…

Abstract

Purpose

An integrated queueing network focused on container storage/retrieval operations occurring on the yard of a transshipment hub is proposed. The purpose of the network is to support decisions related to the organization of the yard area, while also accounting for operations policies and times on the quay.

Design/methodology/approach

A discrete-event simulation model is used to reproduce container handling on both the quay and yard areas, along with the transfer operations between the two. The resulting times, properly estimated by the simulation output, are fed to a simpler queueing network amenable to solution via algorithms based on mean value analysis (MVA) for product-form networks.

Findings

Numerical results justify the proposed approach for getting a fast, yet accurate analytical solution that allows carrying out performance evaluation with respect to both organizational policies and operations management on the yard area.

Practical implications

Practically, the expected performance measures on the yard subsystem can be obtained avoiding additional time-expensive simulation experiments on the entire detailed model.

Originality/value

As a major takeaway, deepening the MVA for generally distributed service times has proven to produce reliable estimations on expected values for both user- and system-oriented performance metrics.

Details

Maritime Business Review, vol. 8 no. 4
Type: Research Article
ISSN: 2397-3757

Keywords

Content available
Article
Publication date: 3 December 2019

Pasquale Legato and Rina Mary Mazza

The use of queueing network models was stimulated by the appearance (1975) of the exact product form solution of a class of open, closed and mixed queueing networks obeying the…

2073

Abstract

Purpose

The use of queueing network models was stimulated by the appearance (1975) of the exact product form solution of a class of open, closed and mixed queueing networks obeying the local balance principle and solved, a few years later, by the popular mean value analysis algorithm (1980). Since then, research efforts have been produced to approximate solutions for non-exponential services and non-pure random mechanisms in customer processing and routing. The purpose of this paper is to examine the suitability of modeling choices and solution approaches consolidated in other domains with respect to two key logistic processes in container terminals.

Design/methodology/approach

In particular, the analytical solution of queueing networks is assessed for the vessel arrival-departure process and the container internal transfer process with respect to a real terminal of pure transshipment.

Findings

Numerical experiments show the extent to which a decomposition-based approximation, under fixed or state-dependent arrival rates, may be suitable for the approximate analysis of the queueing network models.

Research limitations/implications

The limitation of adopting exponential service time distributions and Poisson flows is highlighted.

Practical implications

Comparisons with a simulation-based solution deliver numerical evidence on the companion use of simulation in the daily practice of managing operations in a finite-time horizon under complex policies.

Originality/value

Discussion of some open modeling issues and encouraging results provide some guidelines on future research efforts and/or suitable adaption to container terminal logistics of the large body of techniques and algorithms available nowadays for supporting long-run decisions.

Details

Maritime Business Review, vol. 5 no. 1
Type: Research Article
ISSN: 2397-3757

Keywords

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