Unlocking gamer loyalty: the power of Logitech’s brand experience, trust, and eSports advertising

Abstract

The growth of gaming and eSports in Indonesia is driven by technological advancements, impacting consumer behaviour towards Logitech gaming products (Logitech G). This study investigated how Brand Experience and Brand Trust influence user Brand Loyalty to Logitech G, focusing on the role of eSports advertising. Using quantitative research with 100 respondents aged 15-35 in Metropolitan Surabaya and applying partial least square-structural equation model (PLS-SEM), the study revealed that Brand Experience directly impacted Brand Loyalty and had an indirect effect through Brand Trust. eSports Functional Advertising significantly affected the relationship between Brand Experience and Brand Loyalty. However, it did not moderate the relationship between Brand Trust and Brand Loyalty. Gaming companies can enhance consumer loyalty by prioritising strategic product development and effective eSports advertising. This research aligned with SDG 9 on Industry, Innovation, and Infrastructure. It provides a model applicable to technology-driven markets, offering practical implications for global consumer engagement and marketing strategies.