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Comparing LGBTQ+ and Non-LGBTQ+ Video Game Consumers to Understand the Impact of LGBTQ+ Images on Brand Resonance

Year: 2025

Type: article

Abstract: This study aims to explore the relationship between LGBTQ+ culture in video games and brand resonance, aiming to understand to what extent the use of LGBTQ+ cultural assets can affect brand awareness, quality, and loyalty between LGBTQ+ and non-LGBTQ+ consumers. An online survey collected data from 488 people, and a proposed model was tested using SEM multigroup analysis. Findings show that the impact of the “LGBTQ+ cultural assets” differs between LGBTQ+ and non-LGBTQ+ consumers. The results of this study suggest the LGBTQ+ culture in a video game is the key predictor of brand loyalty among LGTBQ+ consumers.

Source: Journal of Marketing Development and Competitiveness

DOI: 10.33423/jmdc.v19i1.7592

Authors: Sindy Chapa, Samantha Sumler, Alessandra Noli Peschiera

Institution: Florida State University

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Reduced inequalities

Open Access status: bronze

OpenAlex ID: W4409645288

FWCI:

Cites: 27

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Related to: 10