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Esports brand shortcomings and opportunities

Vidziunas, Dominykas LU and Dao, Vinh LU (2021) BUSN21 20212
Department of Business Administration
Abstract
Purpose: Esports is a young industry that is experiencing an enormous boom in popularity. However, negative public perceptions are abundant, and there is a distinct lack of literature discussing esports from the branding perspective. This paper examines the shortcomings of esports brands and discusses opportunities to improve the public opinion on the industry.
Methodology: Literature review, qualitative survey, semi-structured interviews with organizations operating within esports, secondary data collection from websites and media
Findings: We find heritage to be greatly lacking within esports brands, specifically due to the youth of esports organizations. Furthermore, we emphasize the effectiveness of corporate social responsibility... (More)
Purpose: Esports is a young industry that is experiencing an enormous boom in popularity. However, negative public perceptions are abundant, and there is a distinct lack of literature discussing esports from the branding perspective. This paper examines the shortcomings of esports brands and discusses opportunities to improve the public opinion on the industry.
Methodology: Literature review, qualitative survey, semi-structured interviews with organizations operating within esports, secondary data collection from websites and media
Findings: We find heritage to be greatly lacking within esports brands, specifically due to the youth of esports organizations. Furthermore, we emphasize the effectiveness of corporate social responsibility (CSR) efforts directed at healthiness and advise CSR to be adopted as a core activity that can be included in the brand heritage.
Original/value: The paper is the first of its kind to combine brand heritage and esports brands, as well the role of CSR in the esports industry.
Keywords: Esports, video games, brand heritage, corporate social responsibility, legitimacy
Paper type: Research paper (Less)
Please use this url to cite or link to this publication:
author
Vidziunas, Dominykas LU and Dao, Vinh LU
supervisor
organization
course
BUSN21 20212
year
type
L3 - Miscellaneous, Projetcs etc.
subject
keywords
Esports, video games, brand heritage, corporate social responsibility, legitimacy
language
English
id
9068352
date added to LUP
2021-11-22 10:18:17
date last changed
2021-11-22 10:18:17
@misc{9068352,
  abstract     = {{Purpose: Esports is a young industry that is experiencing an enormous boom in popularity. However, negative public perceptions are abundant, and there is a distinct lack of literature discussing esports from the branding perspective. This paper examines the shortcomings of esports brands and discusses opportunities to improve the public opinion on the industry.
Methodology: Literature review, qualitative survey, semi-structured interviews with organizations operating within esports, secondary data collection from websites and media
Findings: We find heritage to be greatly lacking within esports brands, specifically due to the youth of esports organizations. Furthermore, we emphasize the effectiveness of corporate social responsibility (CSR) efforts directed at healthiness and advise CSR to be adopted as a core activity that can be included in the brand heritage.
Original/value: The paper is the first of its kind to combine brand heritage and esports brands, as well the role of CSR in the esports industry.
Keywords: Esports, video games, brand heritage, corporate social responsibility, legitimacy 
Paper type: Research paper}},
  author       = {{Vidziunas, Dominykas and Dao, Vinh}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Esports brand shortcomings and opportunities}},
  year         = {{2021}},
}