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

Rocky Stefanus Kumonong, Anthon Stevanus Tondo () and Mochammad Riyadh Rizky Adam
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Rocky Stefanus Kumonong: Swiss German University
Anthon Stevanus Tondo: Swiss German University
Mochammad Riyadh Rizky Adam: Swiss German University

A chapter in Proceedings of the 5th International Conference on Global Innovation and Trends in Economy 2024 (INCOGITE 2024), 2024, pp 667-677 from Springer

Abstract: 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.

Keywords: brand loyalty; perceived playfulness; price; mobile games; gaming (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-585-0_45

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