Scholarlink

In PC gaming, it is paramount that players have an enjoyable experience with their favourite brand and feel involved so that they become engaged, satisfied, and loyal to the Sony console brand. The choice of the theme has to do with trying to understand how the gamer consumer builds Sony brand loyalty. This research proposes a theoretical model that is tested through structural equation models. For this purpose, an online questionnaire was posted on Facebook brand communities, and 246 valid questionnaires were collected. The results demonstrate that brand experience and involvement are key variables in engaging gamers with the Sony brand. In turn, when players are engaged with the Sony brand, they are satisfied and become loyal to the Sony brand. Finally, satisfied gamers develop loyalty to the Sony brand.

错误：搜索内容不能为空，请输入英文关键词
错误：关键词超出字数限制，请精简
高级检索

Brand Engagement in Achieving Customer Satisfaction and Brand Loyalty for Sony’s Gaming

  • 会议论文

  • 发表日期：

    2026年

查看全文
  • Anabela Maria Bello de Figueiredo Marcos,
  • Pedro Emanuel Balhau Nunes

摘要

In PC gaming, it is paramount that players have an enjoyable experience with their favourite brand and feel involved so that they become engaged, satisfied, and loyal to the Sony console brand. The choice of the theme has to do with trying to understand how the gamer consumer builds Sony brand loyalty. This research proposes a theoretical model that is tested through structural equation models. For this purpose, an online questionnaire was posted on Facebook brand communities, and 246 valid questionnaires were collected. The results demonstrate that brand experience and involvement are key variables in engaging gamers with the Sony brand. In turn, when players are engaged with the Sony brand, they are satisfied and become loyal to the Sony brand. Finally, satisfied gamers develop loyalty to the Sony brand.