Proceedings of the 2024 2th International Conference on Economic Management, Financial Innovation and Public Service (EMFIPS 2024)

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Role Involvement Shapes Brand Attitude and Consumption

Authors
Yupu Zheng1, *
1School of Statistics and Information, Shanghai University of International Business and Economic, Shanghai, 210620, China
*Corresponding author. Email: 2683165928@qq.com
Corresponding Author
Yupu Zheng
Available Online 7 May 2025.
DOI
10.2991/978-94-6463-706-9_59How to use a DOI?
Keywords
Role Involvement; Game; Brand Attitude; Brand Consumption
Abstract

The game industry is one of the important emerging industries. For game companies, whether they can create a game brand that is loved and supported by players is of great significance to the survival and sustainable development of the company. Therefore, it is of vital importance to deepen the understanding of gamers’ brand attitudes and consumption intentions, with a particular focus on what factors can influence gamers’ brand attitudes and consumption intentions. In the settings of RPG role-playing games, this study explores the impact of role involvement on gamers’ brand attitude and consumption intention. With a cross-sectional survey design, questionnaire data from 402 game players were collected. The results revealed that game players’ role involvement positively predicted their consumption attitude and purchase intention. Moreover, the cognitive role involvement shaped positive brand attitude via brand identity, that is, brand identity had a significant mediating effect. The findings of this study offer theoretical and practical contributions to understanding the relationship between role involvement, consumer attitude, and purchase intention.

Copyright
© 2025 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 2024 2th International Conference on Economic Management, Financial Innovation and Public Service (EMFIPS 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
7 May 2025
ISBN
978-94-6463-706-9
ISSN
2352-5428
DOI
10.2991/978-94-6463-706-9_59How to use a DOI?
Copyright
© 2025 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  - Yupu Zheng
PY  - 2025
DA  - 2025/05/07
TI  - Role Involvement Shapes Brand Attitude and Consumption
BT  - Proceedings of the 2024 2th International Conference on Economic Management, Financial Innovation and Public Service (EMFIPS 2024)
PB  - Atlantis Press
SP  - 652
EP  - 663
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-706-9_59
DO  - 10.2991/978-94-6463-706-9_59
ID  - Zheng2025
ER  -