Abstract
Purpose : The paper aims to investigate brand equity in the Video-Games Industry. The objectives are, to find out what the most known brands are, if there is a difference in level of awareness between France and Ireland and finally, if different level of exposure to marketing communication messages influence brand awareness and consumer patterns in the two regions. Methodology: A mixed approach is used, combining quantitative and qualitative research methods in order to get a comprehensive view over
customer buyer behavior and brand awareness in the two investigated region. Furthermore, stores have been observed and some interviews have been done. research limitations: It is not possible to generalize due to the limited scope of primary data research. Only one region of a country has been surveyed and investigated. The research are focused on male teenagers (16-18) and 60 people have been asked to fill out the questionnaire. Three different stores of the main brands (market leaders) have been observed and each manager has been interviewed. It’s possible to draw conclusions about a country.
