Comparing LGBTQ+ and Non-LGBTQ+ Video Game Consumers to Understand the Impact of LGBTQ+ Images on Brand Resonance

This study aims to explore the relationship between LGBTQ+ culture in video games and brand resonance, aiming to understand to what extent the use of LGBTQ+ cultural assets can affect brand awareness, quality, and loyalty between LGBTQ+ and non-LGBTQ+ consumers. An online survey collected data from 488 people, and a proposed model was tested using SEM multigroup analysis. Findings show that the impact of the “LGBTQ+ cultural assets” differs between LGBTQ+ and non-LGBTQ+ consumers. The results of this study suggest the LGBTQ+ culture in a video game is the key predictor of brand loyalty among LGTBQ+ consumers.