The Impact Of Gamification Marketing On Brand Equity

In today’s riddled with commercial information in fast-paced era, enterprises thatare one--way communication through the traditional mass media and consumereffectiveness interaction had declined. Enterprises need to explore new marketingways of spreading brand concept, increase the additional value of brand, makinginfluence to enhance the consumer purchase decision. More and more enterprisesbegin to pay attention to the game of entertaining and interactive content carrier, usinggame thinking and game technology to establish a new interactive relationship withthe consumers. Gamification marketing is becoming a hot marketing modelinnovation.However, so far, the enterprise management academic circle seldomempirically tests the role on gamification marketing in the brand construction, andrarely investigates the effects and mechanism of game marketing on brand equity.The paper discuss the main way of gamification marketing--the impact of thegame advertise on brand equity of the consumer consciousness. In reviewing therelevant theoretical basis of gamification and gamification marketing research, theauthor discuss different types of products, product brand and game consistency, in thebasis of consumers in the game preference under different circumstances, the authorstudy the difference of the consumers in participation among the games advertisingbefore and after participating in the perception of brand assets, and explore thecondition factor of the role of the games. At the same time, the author discuss thefeatures like objective definition、the balance of the challenges and skills、the gamefeedback of the enterprises in game advertising and the impact of consumerexperience and the brand assets they perceived. Finally, in the basis of the analysisof different types of products, the product brand and game consistency under differentcircumstances, the author explore the relationship between brand asset increment ofconsumer perception between the leisure entertainment experience and immersionexperience.In this paper, the author put forward the hypothesis and theoretical modelconstruction, build up research designs and research methods through a variety ofresearch methods of literature study, individual interviews, questionnaire survey andexperimental test. First of all, the author choise the experimental initial test of thegame advertising. Secondly, carry ont the formal experiment (including the pre-testand post test), and then carry out the data collection, statistics and analysis. Data collection, statistics and analysis include sample characteristic, descriptive statisticalanalysis, reliability and validity analysis, variance analysis and correlation analysis.Finally, the aothor discuss the research results and draw a conclusion.This paper discusses on the relationship between game design characteristics andconsumer experiences and their perception of the brand assets, selects the appropriatemodes of the gamification and to establish a new relationship with the customer forthe enterprise, improves the ways of gamification marketing, enhanses thegamification marketing effect, transfers brand knowledge to the cutomer, providessuggestions for the costumer’ barnd choises, at the same time, provides guidance forthe game service industry and the development of the game application.