Yosuke Tsuji
Biographic Data
| ID | 3749140 |
|---|---|
| NAME | Yosuke Tsuji |
| GIVEN NAMES | Yosuke |
| FAMILY NAME | Tsuji |
| SIGNATURE | TSUJI Y |
| AFFILIATIONS | Rikkyo University |
| ORCID | 0000-0002-1703-5408 |
| VERIFIED | Yes |
| TOTAL WORKS | 2 |
| TOTAL CITATIONS | 4 |
| AUTHOR COUNT | 2 |
| EDITOR COUNT | 0 |
| FIRST PUBLICATION YEAR | 2019 |
| LATEST PUBLICATION YEAR | 2021 |
| H-INDEX | 2 |
Clustering Esports Gameplay Consumers via Game Experiences
This study focuses on "game experiences" in the context of esports gameplay consumption and aims to identify adequate consumer groups based on their esports experience including perceptions of gameplay, watching, and purchasing hardware. The purpose of this study is to identify adequate consumer groups through consumer segmentation. Based on the literature review, a matrix of esports gameplay was proposed based on high/low esports gameplay, viewi…
When Should a Brand Cut Ties With a Scandalized Endorser
It is important for brands to appropriately respond when their athlete endorsers are involved in a scandal. The present study examines how consumer evaluations of endorsed brands are influenced by a brand’s response to an endorser scandal. A 2 (brand response strategy type: maintenance vs. termination) × 2 (endorser scandal type: competence-relevant vs. competence-irrelevant) between-subjects experiment is conducted. Specifically, the authors foc…
Clustering Esports Gameplay Consumers via Game Experiences
This study focuses on "game experiences" in the context of esports gameplay consumption and aims to identify adequate consumer groups based on their esports experience including perceptions of gameplay, watching, and purchasing hardware. The purpose of this study is to identify adequate consumer groups through consumer segmentation. Based on the literature review, a matrix of esports gameplay was proposed based on high/low esports gameplay, viewi…
When Should a Brand Cut Ties With a Scandalized Endorser
It is important for brands to appropriately respond when their athlete endorsers are involved in a scandal. The present study examines how consumer evaluations of endorsed brands are influenced by a brand’s response to an endorser scandal. A 2 (brand response strategy type: maintenance vs. termination) × 2 (endorser scandal type: competence-relevant vs. competence-irrelevant) between-subjects experiment is conducted. Specifically, the authors foc…
When Should a Brand Cut Ties With a Scandalized Endorser
It is important for brands to appropriately respond when their athlete endorsers are involved in a scandal. The present study examines how consumer evaluations of endorsed brands are influenced by a brand’s response to an endorser scandal. A 2 (brand response strategy type: maintenance vs. termination) × 2 (endorser scandal type: competence-relevant vs. competence-irrelevant) between-subjects experiment is conducted. Specifically, the authors foc…
Clustering Esports Gameplay Consumers via Game Experiences
This study focuses on "game experiences" in the context of esports gameplay consumption and aims to identify adequate consumer groups based on their esports experience including perceptions of gameplay, watching, and purchasing hardware. The purpose of this study is to identify adequate consumer groups through consumer segmentation. Based on the literature review, a matrix of esports gameplay was proposed based on high/low esports gameplay, viewi…
Advertising (2 works) · Business (2 works) · Digital Marketing and Social Media (2 works) · Marketing (2 works) · Psychology (2 works) · Social Psychology (2 works) · Brand awareness (1 works) · Brand equity (1 works) · Brand management (1 works) · Cluster analysis (1 works)