Electronic games: Can they create value for the moderate drinking brand?

Mulcahy, Rory, Russell-Bennett, Rebekah, & Rundle-Thiele, Sharyn (2015) Electronic games: Can they create value for the moderate drinking brand? Journal of Social Marketing, 5(3), pp. 258-278.

View at publisher



This paper aims to understand how experiential value can generate awareness, image, perceived quality and loyalty to the moderate drinking brand. Electronic games are increasingly used by social marketers in an attempt to support target audiences uptake of social behaviours. However, little is known of the value this creates for target audiences and its impact on the uptake of a social behaviour brand.


A survey of male adolescents (n = 137) was conducted to test proposed relationships between experiential value and consumer-based brand equity dimensions. The research tested the game “Don’t Turn a Night Out into a Nightmare” that was developed by the Australian Federal Government as part of a social marketing campaign. Data were analysed using linear regression and MANCOVA.


The findings indicate that there are significant relationships between consumer-based brand equity dimensions for the social behaviour brand of moderate drinking, indicating relevance of a commercial marketing theory for social marketing. Furthermore, findings show that different combinations of experiential value dimensions have an impact on different components of consumer-based brand equity. These findings indicate that when social marketers are developing electronic games, they must create different combinations of value in game play to achieve awareness, positive image, high perceived quality and, ultimately, loyalty to a behaviour.

Practical implications

Social marketers seeking to use electronic games to influence the uptake of behaviour brands such as moderate drinking must provide a more complete value package.


This paper is the first to examine how experiential value can influence the creation of brand equity for a social behaviour brand.

Impact and interest:

2 citations in Scopus
Search Google Scholar™
1 citations in Web of Science®

Citation counts are sourced monthly from Scopus and Web of Science® citation databases.

These databases contain citations from different subsets of available publications and different time periods and thus the citation count from each is usually different. Some works are not in either database and no count is displayed. Scopus includes citations from articles published in 1996 onwards, and Web of Science® generally from 1980 onwards.

Citations counts from the Google Scholar™ indexing service can be viewed at the linked Google Scholar™ search.

ID Code: 85622
Item Type: Journal Article
Refereed: Yes
Keywords: Technology, Social Marketing, Alcohol, Experiential Value, Adolescence, Consumer-based Brand Equity
DOI: 10.1108/JSOCM-06-2014-0043
ISSN: 2042-6763
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Consumer-Oriented Product or Service Development (150501)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Deposited On: 16 Jul 2015 22:14
Last Modified: 19 Jul 2015 23:25

Export: EndNote | Dublin Core | BibTeX

Repository Staff Only: item control page