Evaluating the brand equity of brands using the micro-transaction strategy in the video gaming industry through consumer perceptions

Abstract

The research looks at the customers perceptions of micro-transactions in video games. The literature looks at the idea behind micro-transactions through business models, value creation, brand equity and ethics in branding whilst being grounded in that of flow theory. The literature aids in guiding the research methodology, which comprises of qualitative interviews and a focus group. The resulting information is then analysed thematically and compared to a brand equity model to give the information more value with regards to the topic. The research is lastly concluded by highlighting the key points of information gained, as well as confirming the research questions and objectives have been answered and met.