Proceedings of the 5th International Conference on Global Innovation and Trends in Economy 2024 (INCOGITE 2024)

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Analyzing the Impact of Perceived Playfulness and Price On Brand Loyalty In a Football Game Product: A Case Study Of EA Sports FC Mobile Indonesia

Authors
Rocky Stefanus Kumonong1, Anthon Stevanus Tondo1, *, Mochammad Riyadh Rizky Adam1
1Swiss German University, Tangerang, Indonesia
*Corresponding author. Email: anthon.tondo@sgu.ac.id
Corresponding Author
Anthon Stevanus Tondo
Available Online 11 December 2024.
DOI
10.2991/978-94-6463-585-0_45How to use a DOI?
Keywords
brand loyalty; perceived playfulness; price; mobile games; gaming
Abstract

This study aims to explore the effect of perceived playfulness and price on brand loyalty among players of EA FC Mobile. With the increasing popularity of mobile gaming, understanding factors that drive brand loyalty is essential for game developers and marketers. A survey will be conducted among EA FC Mobile players to assess their emotional engagement, perceptions of price fairness, and brand loyalty. Previous research has noted positive relationships between emotional value and price respectively to brand loyalty. The discoveries are anticipated to supply experiences for game developers to enhance brand loyalty through emotional engagement and fair pricing strategies.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 5th International Conference on Global Innovation and Trends in Economy 2024 (INCOGITE 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
11 December 2024
ISBN
978-94-6463-585-0
ISSN
2352-5428
DOI
10.2991/978-94-6463-585-0_45How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Rocky Stefanus Kumonong
AU  - Anthon Stevanus Tondo
AU  - Mochammad Riyadh Rizky Adam
PY  - 2024
DA  - 2024/12/11
TI  - Analyzing the Impact of Perceived Playfulness and Price On Brand Loyalty In a Football Game Product: A Case Study Of EA Sports FC Mobile Indonesia
BT  - Proceedings of the 5th International Conference on Global Innovation and Trends in Economy 2024 (INCOGITE 2024)
PB  - Atlantis Press
SP  - 667
EP  - 677
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-585-0_45
DO  - 10.2991/978-94-6463-585-0_45
ID  - Kumonong2024
ER  -