Efeitos do co-branding e da motivação hedônica no apego a personagens de MOBA

Victor Matheus Batista Nascimento Sedovim; Jose Carlos Korelo

doi:10.5585/2025.23909

Authors

Victor Matheus Batista Nascimento Sedovim Federal University of Paraná https://orcid.org/0000-0003-1025-0583
Jose Carlos Korelo Federal University of Paraná https://orcid.org/0000-0002-2918-5809

DOI:

https://doi.org/10.5585/2025.23909

Keywords:

co-branding, apego, motivação hedônica, MOBA , mobile games

Abstract

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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Translations of this article

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

Author Biographies

Victor Matheus Batista Nascimento Sedovim, Federal University of Paraná

PhD student in Business Administration (CAPES scholarship holder) at UFPR - Federal University of Paraná, research area in Marketing Strategies and Consumer Behavior (2023-2027). Master's degree in Business Administration (CNPq scholarship holder) from UFPR (2023) and a Bachelor's degree in Business Administration from UNINASSAU - Belém. Research Interests: Consumer Behavior, Emotions in Consumer Decision-Making, and Consumer-Brand Relationship

Jose Carlos Korelo, Federal University of Paraná

PhD in Business Administration (CAPES scholarship holder) from UFPR - Federal University of Paraná, research area in Marketing Strategies and Consumer Behavior (2013). Conducted a Doctoral Sandwich Program (CAPES scholarship holder) at UBC - University of British Columbia, Canada, Department of Marketing. Holds a Master's degree in Business Administration from UFPR (2009) and a Bachelor's degree in Computer Engineering from PUC-PR - Pontifical Catholic University of Paraná (2002). Associate Professor at the Department of General and Applied Administration at UFPR. Served as Coordinator of the MBA in Marketing from 2016 to 2019 and Coordinator of the MBA in Strategic Management of Cooperatives in 2022. Previously a Researcher at the SENAI/SESI/IEL Observatory of FIEP - Federation of Industries of the State of Paraná. Co-founder of Sprae Engenharia de Computação, a Consulting Company in Information Technology, and former owner of the Viasoft Curitiba Franchise (1996-1999). Research Interests: Consumer Behavior, Emotions and Social Influence in Consumer Decision-Making, Consumer-Brand Relationship, and Digital Marketing

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