Abbasi, Amir Zaib; Asif, Muhammad; Hollebeek, Linda D.; … - In: Journal of Product & Brand Management 30 (2020) 8, pp. 1194-1211
Purpose: This study aims to propose a model for predicting consumers’ esports videogame engagement on their ensuing consumption behaviors, which remains nebulous to date. Design/methodology/approach: After approaching esports consumers in different gaming zones in Pakistan, this paper...