Effects of Co-branding and hedonic motivation on attachment to MOBA characters

Autores

DOI:

https://doi.org/10.5585/2025.28484

Palavras-chave:

co-branding, attachment, hedonic motivation, MOBA, mobile games

Resumo

Objective of the study: To verify the effects of using co-branding on individuals' attachment to MOBA (Massive Online Battle Arena) mobile games and to analyze the mediating role of hedonic motivation.

Methodology/approach: A quantitative research approach was used to address the issue through a survey technique, with the application of an online questionnaire to test the hypotheses. Data analysis was performed using SmartPLS 4 software to conduct partial least squares structural equation modeling.

Main results: The results indicate a complementary partial mediation of hedonic motivation in the relationship between co-branding and individuals' attachment to MOBA mobile games.

Theoretical/methodological contributions: The research contributes to the literature by analyzing in a highly competitive and current scenario (post-pandemic) that the practice of co-branding is beneficial for brands and generates positive impacts on individuals' attachment. Additionally, the research showed that one of the explanatory mechanisms for increased attachment is hedonic motivation, as it mediated the relationship between co-branding practice and attachment. Another contribution was highlighting that a co-branding campaign with an unknown brand did not receive a good evaluation from the participants in this study.

Relevance/originality: The empirical nature of this study stands out, highlighting constructs such as hedonic motivation, attachment, and co-branding and their relevance in the market scenario of the mobile gaming industry.

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Tradução

Este artigo é uma tradução em English do artigo:  Efeitos do co-branding e da motivação hedônica no apego a personagens de MOBA

Biografia do Autor

Victor Matheus Batista Nascimento Sedovim, Federal University of Paraná (UFPR), Curitiba, PR, Brazil

Estudante de Doutorado em Administração (bolsista CAPES) pela UFPR - Universidade Federal do Paraná, linha de pesquisa em Estratégias de Marketing e Comportamento do Consumidor (2023-2027), Mestre em Administração (Bolsista CNPq) pela UFPR (2023) e Bacharel em Administração pela faculdade UNINASSAU - Belém. Interesses de Pesquisa: Comportamento do Consumidor, Emoções nas Decisões do Consumidor e Relacionamento Consumidor-marca.

Jose Carlos Korelo, Federal University of Paraná (UFPR), Curitiba, PR, Brazil

Doutor em Administração (bolsista CAPES) pela UFPR - Universidade Federal do Paraná, linha de pesquisa em Estratégias de Marketing e Comportamento do Consumidor (2013), Doutorado Sanduíche (bolsista CAPES) pela UBC - Universidade da Colúmbia Britânica - Canadá, Departamento de Marketing, Mestre em Administração pela UFPR (2009) e Bacharel em Engenharia de Computação pela PUC-PR - Pontifícia Universidade Católica do Paraná (2002). Professor Associado do Departamento de Administração Geral e Aplicada da UFPR. Foi Coordenador do MBA em Marketing de 2016 a 2019. Coordenador do MBA em Gestão Estratégica de Cooperativas 2022. Foi Pesquisador do Observatório SENAI/SESI/IEL da FIEP - Federação das Indústrias do Estado do Paraná e foi Sócio fundador da Sprae Engenharia de Computação, Empresa de Consultoria em Tecnologia da Informação e Proprietário da Franquia Viasoft Curitiba (1996-1999). Interesses de Pesquisa: Comportamento do Consumidor, Emoções e Influência Social na Decisões do Consumidor, Relacionamento Consumidor-marca e Digital Marketing.

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11-04-2025

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Sedovim, V. M. B. N., & Korelo, J. C. (2025). Effects of Co-branding and hedonic motivation on attachment to MOBA characters. ReMark - Revista Brasileira De Marketing, 24(2), e28484. https://doi.org/10.5585/2025.28484

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