Literature Review Assignment
Objective: You are asked to write a literature review surrounding a topic that you would like to investigate. You will be expected to deliver a 4.5-7.5-page literature review based on your topic and area of interest. Please use size 12 font, and please be sure to double-space your assignment (I recognize that I didn’t do that in my example).
Introduction (1 page)
Select a topic in mass communication (e.g. television, radio, film, video games, social media, newspaper, magazine, ect..) that you believe is relevant and would be fun to investigate. Conduct research in this area, and see what has been done. It is important that you make an argument surrounding why a particular topic should be studied. Your first paragraph should introduce the subject, and your second paragraph should surround the academic gape in the literature. Your third paragraph should discuss the significance of the study, and what you will be contributing to industry and to academia.
Remember, we have gone through an academic article, and the key is to read abstracts of studies to see if they are relevant to your study. Please cite at least 8 academic articles in your entire paper.
Theory/Approach (1 page)
Select 1-2 theories that will aid you in your discussion of this topic. When selecting a theory, you should consider whether or not it explains the process that you are examining here. Remember, you want to be sure you employ strong application here.[unique_solution]
Literature Review (2 pages – 4 pages)
Select at least three variables for your literature review (i.e. at least one dependent variable, and two independent variables). Remember, a variable is a measurement that is used (e.g., gender, brand loyalty, intent to view, intent to purchase, ect…). For each variable, the first paragraph should introduce the variable, and discuss findings of related studies using the variable. For the second paragraph, there should be a discussion linking it either in a research question or hypothesis. Be sure to list a research question and/or hypothesis where appropriate. Please have at least 3 variables in your literature review.
You should have a minimum of three research questions and/or hypotheses.
Data Collection, Research Design, & Anticipated Results (1 page-1.5 pages)
Be sure to discuss how you plan on collecting data for your research study. Does it make sense? Is it logical? What is your sampling frame? What is your population? Additionally, discuss your anticipated findings. While you may not be executing this research study, you should be able to anticipate some results based on the literature review that you have crafted together.
**********Please be sure to use APA-style for all in-text citations (Knightcite.com) and reference list**********
Rubric Name:
1-poor 2-fair 3-average 4-good 5-excellent
COMMENTS
Content
Critical Analysis 1 2 3 4 5
Grammar/Spelling 1 2 3 4 5
Introduction 1 2 3 4 5
Theory 1 2 3 4 5
Variables 1 2 3 4 5
Linking Variables 1 2 3 4 5
Research Questions/Hypotheses 1 2 3 4 5
Data Collection Design/
Anticipated Results 1 2 3 4 5
Total (Out of 40 Points)
Demo
Introduction
As consumers interact and engage video game consoles, which may be defined as stationary video game devices that rely on a connection to a television screen, they may cultivate a relationship with them, and realize certain brand personality traits from them. It has been found that consumers possess individual as well as aggregate video game console brand personality perceptions, which are defined as the consumers’ commonly perceived brand personality traits across all seventh-generation video game consoles (Palomba, 2014). This study is interested in exploring the latter concept further, by examining the antecedents of aggregate video game console brand personality perceptions such as gender, how often consumers play video games socially or alone (network externality), as well as consumers proclivities toward certain video game genres (See Figure 1). Additionally, this study posits that the aggregate seventh generation video game console brand personality perceptions influence aggregate seventh generation video game console brand loyalty.
Previous studies have not explored aggregate video game console brand personality perceptions. Brand personality perceptions behind television channels and newspapers have been examined, demonstrating that consumers can maintain brand relationships and brand personality perceptions with media products (Chan-Olmsted & Cha, 2007; Kim, Baek, & Martin, 2010). Moreover, video game brand loyalty is impacted by consumer experience with as well as attitudes toward video game brands (Kwak, McDaniel, & Kim, 2012). These symbolic and emotional connections with video game console brands can influence video game console brand personality perceptions as well as consumer loyalty toward video game console brands (Freeman, 2004). Consumers distinctly perceive brand personality traits in each seventh-generation video game console, as well as aggregate video game console brand personality traits across all seventh-generation video game consoles (Palomba, 2014). Lin (2010) found that video game consumers who were extroverted were likely to be drawn to excitement, competence and sincerity brand personalities in video games and toys. However, in this study, BANDAI brand hand-held video games were used, not video game consoles. Lastly, there are mixed findings regarding whether or not females are more brand conscious than males (Fournier, 1998; Guest, 1964; Nair & Mohandas, 2012).
The seventh generation of video game consoles includes Nintendo’s Wii, Microsoft’s Xbox 360 and Sony’s PlayStation 3 (PS3) (Benedetti, 2012; Chen & Streitfeld, 2013; Smith, 2012). The Wii was introduced in 2006, the Xbox 360 was introduced in 2005 and the PS3 was introduced in 2006 (“ABC News,” 2005; Morris, 2006; Schiesel, 2006). Since the Wii U was introduced in 2012, commencing the start of the eighth generation of video game consoles, consumers had roughly seven years to become familiar with the seventh-generation video game consoles as the latest in video game technology (Wingfield, 2012). As Nintendo, Microsoft and Sony have all introduced new eighth generation video game consoles into the marketplace (Wii U, Xbox One and PlayStation 4, respectively), this creates an opportunity to study which variables impact the aggregate seventh generation video game console brand personality perceptions as well as how they may influence aggregate seventh generation video game console brand loyalty. Consumers are more likely to have played or engaged with seventh generation video game consoles during their seven-year tenure, and therefore are likely to have figured out their video game console brand loyalties and brand personality perceptions.
This study will advance the academic literature on video game brand marketing as well as how impactful consumer video game console brand personality perceptions are toward video game console brand loyalty. For the industry, it will aid practitioners in understanding what may impact aggregate brand personality perceptions of future generations of video game consoles. Media managers will be able to use this model to test how aggregate video game console brand personality perceptions are formulated and maintained by consumers. This may allow them to measure the aggregate video game console industry’s brand personality perceptions, and compare it against their own video game console’s brand personality perceptions. Moreover, this type of model will allow industry managers to measure how video game genre popularity, consumers’ propensity to play video games with others or alone, and consumers’ gender reinforce or alter video game consoles’ brand personality perceptions. Based on this model, media managers may use advertisements to inform consumers as to how to engage with or perceive a video game console’s brand personality traits, as well as what video game genres should be associated with a video game console.
Literature Review
Today, video game consoles have become ubiquitous throughout U.S. households. In fact, roughly 56% of all households in the United States own at least one seventh generation video game console and 65% of those video game consoles are located in the living room (Nielsen, 2012). The average video game player is roughly thirty years old, has played video games for over a decade and spent over $24 billion on video games, hardware and accessories in 2011 (“Entertainment Software Association,” 2012b; 2013). Video game play serves as a social activity, as over 60% of video game players play with their friends in either a physical, fixed space or through online forums (“Entertainment Software Association,” 2012b). The video game console marketplace is extraordinarily competitive and intense. In early December of 2013, the Nintendo Wii held a 38.3% market share (45.03 million Nintendo Wii video game consoles sold), the Microsoft Xbox 360 held a 38.3% market share (44.96 million Xbox 360 video game consoles sold), and the Sony PlayStation 3 held a 23.4% market share (27.53 million PlayStation 3 video game consoles sold) (“VGChartz,” 2013d).
Branding & Brand Relationship Theory
The existence of brands allows consumers to form relationships and ascribe identities to particular product lines. Consumers cultivate relationships and interests with particular services and products (Fournier, 1998). The theory of brand relationship states that, over time, consumers have a proclivity toward fostering relationships with brands as well as describing them as human relationships (Fournier, 1998). As a result, it is believed that consumers who can outline human relationships with brands may also possess video game console brand loyalty (Tsai, 2011). Internally, video game corporations must be sure to demonstrate new features or points of differentiation between themselves and competitors, but also amongst themselves, as the latest PlayStation 4 should demonstrate tremendous advances in technology and game-playing experiences compared to its predecessor, the PlayStation 3 (Snow, 2012). This strategy allows for unique relationships and loyalty to manifest between consumers and the different video game console lines. Video game console attributes and characteristics contribute to the overall video game playing experience, from which consumers perceive certain human traits.
Brand Loyalty
Brand loyalty considers the bond between consumers and brands as a unique relationship. According to Oliver (p.34, 1999), brand loyalty is defined as “a deeply held commitment to rebuy or repatronize a preferred product/service consistently in the future, thereby causing repetitive same-brand or same brand set purchasing, despite situational influences and marketing efforts having the potential to cause switching behavior.” Specifically, attitudinal brand loyalty includes a degree of tendency toward a distinct significance associated with a brand (Chaudhuri & Holbrook, 2001). The manner in which brand personalities are perceived may impact attitudinal brand loyalty (Kim, Magnini, & Singal, 2011). It has been found that loyalty from consumers can be cultivated by the personality features consumers attribute to corporations (Anisimova, 2007). From this, consumers not only may perceive brand relationships with video game consoles, but also video game corporations. Therefore, video game console brand loyalty may create or reinforce video game corporation brand loyalty.
Brand loyalty not only affects the relationship between a consumer and a brand, but it may also be detrimental to rival brands. In fact, consumers who are committed to a particular brand may eschew information that runs counter to their beliefs, which may lead them to vilify other rival brands (Ahluwalia, 2000). Still, it is possible to change the perceptions of consumers if they perceive there to be overwhelming evidence to suggest a rival brand has greater service or quality (Jain 2003; Jain and Maheswaran, 2000; Raju, Rao, & Montgomery, 2009). Brand loyalty is a logical consequence of the formulation and growth of perceptions of video game console brand personalities. As in human relationships, consumers may be loyal to relationships they invest time and energy into preserving over a particular period of time.
Perceptions of Video Game Console Brand Personalities
As previously introduced, consumers conceptualize human personality traits to brands (Aaker 1997; Brakus, Schmitt, & Zarantonello, 2009). Aaker (1997) defines brand personalities as adjectives that are typically ascribed to humans that consumers assign to brands. Aaker’s (1997) brand personality scales found that brand personality traits may fall into five main dimensions (scales): (1) sincerity, (2) excitement, (3) competence, (4) sophistication and (5) ruggedness. Using Aaker’s (1997) brand personality scales along with other personality traits gleaned from a focus group, one study found that there were aggregate seventh generation video game console brand personality perceptions (Palomba, 2014). Distinctive brand personalities can help cultivate relationships between consumers and brands. Consumers have predilections toward brands that match their perceived self-image (Govers & Schoormans, 2005; Lin, 2010) and serve as self-symbols or a source of self-expression (Keller, 1993). Perceived product brand personalities have been found to increase consumer loyalty, help differentiate between products as well as coax active reception of information within consumers (Aaker, 1992; Biel, 1992; Fournier, 1998). Consumers have stronger relationships with brands if they exude distinct brand personalities, which may lead to brand loyalty (Doyle, 1990; Fournier, 1998; Harris & Flemming, 2005; Kim, Magnini, & Singal, 2011; Kumar, Luthra, & Datta, 2006). Hence, it is likely that the aggregate seventh generation video game console brand personality perceptions will have an impact on aggregate seventh generation video game console brand loyalty. As consumers engage in video game play with video game consoles, active experiences and memories are witnessed by the consumers. Over time, this may advance into perceived brand relationships, in which consumers perceive particular video game console brand personality traits. If these traits are positive, or if consumers continue to play video game consoles, it is likely that the perceptions will become stronger and more defined from the standpoint of the consumers.
H1: Aggregate seventh generation video game console brand personality perceptions will have a positive impact on aggregate seventh generation video game console brand loyalty.
Gender
Predominantly, males invest significant time in playing video games, but this trend is quickly changing. According to a survey by the Entertainment Software Association (2012a), nearly 47% of video game players are female and 53% of video game players are male. This has been corroborated by one study that found that females are active and consistent participants in online video game play (Williams, Yee & Caplan, 2008). The amount of gameplay among females is also influenced by their perception of other females’ actual time spent playing video games (Cruea & Park, 2012). Still, the vast proportion of video games often include elements such as direct competition, role definitions and ostensibly clear goals, which all typically appeal to males (Lucas & Sherry, 2004), as opposed to females, who habitually prefer more thought-provoking video games (Greenberg, Sherry, Lachlan, Lucas, & Holmstrom, 2008). Since this is a relatively new trend, it remains unknown as to whether or not female perceptions and relationships with video game console brands will be similar to those of males.
Gender may impact aggregate seventh generation video game console brand personality perceptions since males and females play video games differently. There have been inconsistent findings regarding which gender is more brand conscious (Guest, 1964; Fournier, 1998; Levy, 1999; Nair & Mohandas, 2012). Males are spurred by game challenges and enjoy playing video games in teams more than females (Eglesz, Feteke, Kiss, & Izzo, 2005). This study also demonstrated that those who play video games more often become more involved and emotionally tied toward them (Eglesz, Feteke, Kiss, & Izzo, 2005). One study found that females were not as motivated to play video games as males were because the rewards offered, such as accomplishment in completing a level, did not appeal to them (Hamlen, 2010).
RQ1: Does gender influence aggregate seventh generation video game brand personality perceptions? If so, how?
Video Game Genres
In consideration of sales and overall popularity, there are prevalent video game genres associated with each seventh-generation video game console. Since 1985, The Super Mario Brothers series has been linked to the Nintendo corporate brand (Totilo, 2012). Thus, the platform and action genres typify what Nintendo has traditionally offered to consumers during its tenure in the video game industry. Nintendo has used the Wii to allow consumers to revisit its familiar stable of video game characters such as Donkey Kong or Link. The Wii introduced new elements of interactive video game play by allowing consumers to use their bodies as part of the video game play experience. It has offered these types of motion-control experiences through video game genres such as sports, fitness and racing, which are generally perceived to be for casual video game players, as these video games are less complicated to play and require little instruction or dedication (“Digital Trends Staff,” 2012 “VGChartz,” 2013b). The Wii brand sports and fitness titles comprise half of the top ten best-selling video games, though three of the top ten best-selling video games are from the Super Mario Brothers series (“VGChartz,” 2013b).
The Xbox 360 has been positioned by Microsoft to be the superior video game console in the seventh generation by offering consumers an unparalleled integrated media experience from which they can connect to alternative media options. Additionally, The Xbox 360 has become a highly favored video game console brand among hardcore video game players, or those who seek highly-complex and competitive video game play experiences (Deleon, 2010; “GameSpy Staff,” 2009). Thus, the Xbox 360 offers a variety of shooting and action genre video games to appeal to hardcore gamers (Deleon, 2010). Its best-selling video games include the Call of Duty series, which has collectively sold over forty million copies in North America (“VGChartz,” 2013c). For the Xbox 360, eight of the top ten best-selling video games are of the shooter genre (“VGChartz,” 2013c). Sony has marketed the PlayStation 3 as a video game console that delivers sophisticated storylines and an alternative video game console for integrated media experiences against the Xbox 360. The PlayStation 3’s most popular video games include racing and role-playing genres found in the Gran Turismo, Grand Theft Auto as well as Call of Duty series (“VG Chartz,” 2013a). These video game series incorporate fantasy, competition and adventure skewed toward an older audience (Nielsen, 2009). Additionally, the top four best-selling video games for the PlayStation 3 are all from the shooter-genre based Call of Duty series (“VGChartz,” 2013a).
Consumers’ predilection toward particular video game genres will affect the aggregate seventh generation video game console brand personality perceptions. Consumers who interact with video game consoles generally access alternate entertainment options such as television or movies through the video game console, or play video games on it. Since certain video game genres are more widely embraced on particular video game consoles than others, it is likely that video game genres can affect how consumers perceive and foster aggregate seventh generation video game console brand personality perceptions.
RQ2: Do video game genres impact the aggregate seventh generation video game console brand personality perceptions? If so, how?
Network Externality
Network externality may be viewed as how a product or service may accrue value as more consumers purchase or engage it (Katz & Shapiro, 1985). If many consumers purchase or engage with a particular product, they will contribute to a positive consumption externality, as other consumers will notice that many consumers have purchased or engaged a product and will in turn ascribe perceived product utility. Consumers will be more inclined to play a particular video game console if their fellow peers do so, in turn enhancing the perceived video game console value. Consumers will likely perceive different brand personality traits through different video game play experiences, which may influence whether or not consumers are playing video games with friends or by themselves.
RQ3: Does network externality influence the aggregate seventh generation video game console brand personality perceptions? If so, how?
Data Collection Procedure
An online survey was pre-tested and then sent out to a convenience sample of students at a southeastern university in the United States. Unless extra credit was offered by faculty, students were told that there would be no incentive provided to them by taking the online survey. A total of five hundred and ninety-six participants took the survey, and 83% of the participants completed it. Participants were removed from the data matrix if answers were inconsistent with previous responses, left answer choices blank or completed the survey in under five minutes. The questionnaire consisted of ninety-two items, sixty-three of which were brand personality trait questions. Two-hundred and ninety-eight participants remained for data analysis.
Anticipated Data Results
There are several anticipations from this study. First, I believe that aggregate brand personality traits of seventh generation video game consoles will lead to stronger brand loyalty among participants. This is because video game playing participants are inclined to not only play video games, but also harbor strong allegiances to particular video games. In part, video games are likely evaluated based on their brand personality traits (Aaker, 1997). As a result, if video game play is consistent and engaging for consumers, it follows that they will be most interested in playing reliable video games.
Video game genres will undoubtedly impact video game brand personality perceptions. Genres serve as a way to organize content, and are extraordinarily important in marketing and managing consumer expectations (Aaker, 1991). Consumers who enjoy action video games, for instance, may map on violent or aggressive or competitive traits onto these video games (Chan-Olmsted & Cha, 2005). As such, it is important to recognize that these video game play experiences help to not only formulate bonds with consumers, but to also help them cultivate particular perceptions of video games.
Moreover, there should be no difference between male video game players and female video game players. While this is posited as a research question, it is likely that since many women play video games, and video game play is now an acceptable form of entertainment for participants, there may no longer be a stigma surrounding it. As a result, there is likely little to no predictive power from a video game player’s gender in determining brand loyalty.
References
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