Brand Equity, Purchase Intention, E-Wom, Sponsorship Type, and Endemic in The Esports Industry: A Study on Mediating and Moderating Effects

OpenAlex İngilizce

This study explores the interplay between esports sponsorship, brand equity, purchase intentions, and electronic word-of-mouth (E-WOM). Utilizing a model built on three established scales, data were collected from 507 respondents via an online survey. The participants were gamers who spend 1–4 hours per week playing online games and watching esports streams. The analysis reveals that esports sponsorship significantly enhances brand equity, which, in turn, plays a pivotal role in shaping purchase intentions. Although a direct link between esports sponsorship and purchase intention was not observed, brand equity mediates this relationship, establishing an indirect connection. This research emphasizes the dynamic growth of esports and identifies sponsorship as a critical tool in marketing strategies. It also provides important insights into the preferences, behaviors, and purchase patterns of digital gamers, offering organizations a deeper understanding of how esports sponsorship can elevate brand equity and indirectly influence purchasing behavior.