Efeitos do co-branding e da motivação hedônica no apego a personagens de MOBA
DOI:
https://doi.org/10.5585/2025.23909Palavras-chave:
co-branding, apego, motivação hedônica, MOBA , mobile gamesResumo
Objetivo do estudo: Verificar os efeitos da utilização do co-branding no apego de indivíduos a jogos MOBA (Massive Online Battle Arena) para dispositivos móveis – mobile games, e analisar o papel mediador da motivação hedônica.
Metodologia/abordagem: Utilizou-se pesquisa quantitativa para abordar a problemática apresentada através da técnica de levantamento, com aplicação de questionário on-line para testar as hipóteses. Para analisar os dados utilizou-se o software SmartPLS 4 para realizar a modelagem de equação estrutural por mínimos quadrados parciais.
Principais resultados: Os resultados obtidos apresentam uma mediação parcial complementar da motivação hedônica na relação entre co-branding e apego de indivíduos a jogos MOBA para mobile games.
Contribuições teóricas/metodológicas: A pesquisa contribui para a literatura, ao analisar num cenário tão competitivo e tão atual (pós-pandemia), que a prática do co-branding é benéfica para marcas e gera impactos positivos no apego dos indivíduos. Além disso, a pesquisa mostrou que um dos mecanismos explicativos para o aumento do apego é a motivação hedônica, uma vez que ela mediou a relação entre a prática de co-branding e o apego. Outra contribuição foi pontuar que realizar uma campanha de co-branding com uma marca desconhecida não apresentou boa avaliação pelos participantes desta pesquisa.
Relevância/originalidade: Destaca-se o empirismo do presente estudo, ressaltando constructos como motivação hedônica, apego e co-branding e sua relevância no cenário mercadológico da indústria de jogos para dispositivos móveis.
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