Esports brand shortcomings and opportunities

University essay from Lunds universitet/Företagsekonomiska institutionen

Abstract: Purpose: Esports is a young industry that is experiencing an enormous boom in popularity. However, negative public perceptions are abundant, and there is a distinct lack of literature discussing esports from the branding perspective. This paper examines the shortcomings of esports brands and discusses opportunities to improve the public opinion on the industry. Methodology: Literature review, qualitative survey, semi-structured interviews with organizations operating within esports, secondary data collection from websites and media Findings: We find heritage to be greatly lacking within esports brands, specifically due to the youth of esports organizations. Furthermore, we emphasize the effectiveness of corporate social responsibility (CSR) efforts directed at healthiness and advise CSR to be adopted as a core activity that can be included in the brand heritage. Original/value: The paper is the first of its kind to combine brand heritage and esports brands, as well the role of CSR in the esports industry. Keywords: Esports, video games, brand heritage, corporate social responsibility, legitimacy Paper type: Research paper

  AT THIS PAGE YOU CAN DOWNLOAD THE WHOLE ESSAY. (follow the link to the next page)