Abstract:
Esports is a massive global phenomenon with an inexorable interest in the market
itself, from both a consumer, and a brand perspective. An industry that was once
dominated by endemic brands is now open for all brands to use as a means of brand
extension. However, the evolution of esports demonstrates how endemic brands are
more apt to being accepted by gamers on account of their specific product offerings
and habitual presence in the esports scene. Non-endemic brands in particular need
more than basic esports knowledge to enter the complex esports industry. The
objective of this study is to explore the influence of esports advertising on the brand
equity of non-endemic brands, by considering brand awareness and brand
associations as mediators. This study is qualitative in nature, hence the interpretivist
approach that was adopted for analysis purposes. A total of 4 in-depth voice call
interviews were conducted over Zoom. Interpretation of the findings suggested that
esports consumers do not foster any negative perceptions towards the involvement of
non-endemic brands in the industry. Additionally, findings showed that social media
advertising and player sponsorship are the best ways for non-endemic brands to
enhance their brand extension through the burgeoning esports industry.
