A Study of Brand Equity within the Danish Consumer Market of eSports

Nikolaj Enoch & Nikolaj Malmvig

Student thesis: Master thesis


Following thesis will examine the creation of brand equity within the market of eSports in Denmark. It is customarily recognized that the concept of brand equity can be assessed through two respective definitions; a consumer-based definition and a financial definition. This thesis will solely utilize the consumer-based definition, conveying that brand equity is represented by the added value perceived by consumers in relation to a specific brand. This added value is constructed by a number of underlying dimensions. The preliminary purpose of this thesis is, hence, to reveal and quantity these dimensions in relation to the consumer market of eSports in Denmark. This is particularly interesting at the moment, as eSports are experiencing tremendous growth internationally as well as in Denmark, and can, thus, be regarded as an attractive field of doing business. In order to become successful within the market, it is imperative that you can comprehend the driving forces of the consumers, as well as understanding how value is constructed and perceived. In regards to accommodating this, a conceptual model in relation to brand equity in eSports has been constructed. The model was initially based upon a theoretical framework, which underwent a simple revision as the results of primary qualitative data was included. Subsequently, the conceptual model was statistically tested based upon quantitative data gathered throughout a questionnaire. The model appeared to being capable of conveying a significant relationship between brand equity and the vast majority of the recognized variables. It was, additionally, discovered that the variables perceived quality and brand loyalty are of crucial importance in the consumers’ perception of brand equity. In relation to increasing perceived quality there are two main variables, which particularly influence the consumers’ perception - star player and success. Within brand loyalty it was discovered that the consumer’s own consumption consisted of vital importance. The statistical analysis allowed for the creation of four respective consumer segments. It presented two segments (3 and 4) both scoring high in own consumtion, however, possessing different interests in spectating eSports. Companies, thus, need to incorporate areas that can activate the interest of the indifferent segment. In relation to the interested segment the focus should revolve around making efforts improving the overall retention. One segment (2) conveyed a generally interested attitude, but could imply the need of eSports being simplified and more comprehensible. The last segment (1) may also benefit from this, as they appeared to possess a moderately low overall interest, though being more attentive when a geographical aspect is present.

EducationsMSc in Economics and Marketing, (Graduate Programme) Final Thesis
Publication date2019
Number of pages118