| The Impact of Gamification Strategies on the Brand Image of Emerging Sport Brands |
| Paper ID : 1108-SPORTCONGRESS (R3) |
| Authors |
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Saba Hamidi Navid *1, Hossein Faridniya2 1Department of Sport Science, Faculty of Physical education, University of Tehran 2Department of Sport Management, Farabi Campus, University of Tehran |
| Abstract |
| In today’s dynamic sports market, emerging brands face the challenge of creating a distinctive and trustworthy image in consumers’ minds. With audiences increasingly seeking interactive and engaging experiences, gamification—the integration of game mechanics into marketing strategies—has emerged as a potential tool for enhancing emotional connection and brand perception. This study aims to investigate the effect of gamification on the brand image of emerging sport brands. Methods:This research adopted an applied, quasi-experimental design with a pre-test and post-test control group. The study sample included 50 participants, randomly assigned to two groups: 25 in the experimental and 25 in the control group. The experimental group was exposed to a gamification-based marketing campaign developed for FitRise Sportswear, a newly launched sport apparel brand, while the control group received conventional advertising content. Data were collected using the Brand Image Scale (BIS) based on Keller’s (1993) conceptualization of brand knowledge, which measures cognitive and affective dimensions of brand perception. The questionnaire’s reliability was confirmed using Cronbach’s alpha (α = 0.87). Levene’s test was conducted to verify the assumption of homogeneity of variances (P > 0.05). Subsequently, Analysis of Covariance was performed to compare post-test brand image scores between groups while controlling for pre-test values. Results: Findings revealed no significant difference between the adjusted mean brand image scores of the experimental and control groups (P > 0.05). Although the experimental group showed a slight increase in positive brand associations, the difference was not statistically significant. Conclusion: The results suggest that gamification strategies, while engaging, may not significantly influence the brand image of emerging sport brands at their early growth stage. Limited consumer familiarity and trust toward new brands may weaken the psychological impact of gamified experiences. It is recommended that such brands first establish credibility and recognition before integrating advanced gamification tactics to reinforce brand perception. |
| Keywords |
| Keywords: Gamification, Brand Image, Sports Marketing, Brand Engagement |
| Status: Abstract Accepted (Poster Presentation) |
