The effect of consumer participation during the new product development process on consumer brand identification: A gaming industry study

Abstract

This study examines the role of consumer participation in the new product development process within the gaming industry, focusing on its impact on Consumer Brand Identification (CBI), with brand attractiveness as a mediating factor. Using a between-subjects experimental design, we tested three scenarios of consumer participation and analyzed the data with one-way ANOVA and mediation analysis. The findings reveal that although consumer involvement enhances brand attractiveness, it does not significantly increase brand identification. This research provides new insights into the limited effects of consumer participation on deepening brand connections despite its positive influence on brand perception. This study is one of the first to empirically explore the varying impacts of consumer participation on CBI within the gaming sector, offering a nuanced understanding of its role in shaping brand perception. Practical implications suggest that while consumer involvement is beneficial for enhancing brand attractiveness, its effectiveness in fostering brand identification is limited, and marketers should temper expectations when employing this strategy.