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

Authors: Oviliani Yenty Yuliana; Juan Reno Santoso; Tipajin Thaipisutikul

Addresses: School of Business and Management, Petra Christian University, Siwalankerto 121-131, Surabaya 60236, Indonesia ' School of Business and Management, Petra Christian University, Siwalankerto 121-131, Surabaya 60236, Indonesia ' Faculty of Information and Communication Technology, Mahidol University, 999 Phuttamonthon 4 Road, Salaya, Nakhon Pathom 73170, Thailand

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.

Keywords: brand experience; brand loyalty; brand trust; functional advertising; eSports; SDG 9.

DOI: 10.1504/IJASM.2025.147864

International Journal of Agile Systems and Management, 2025 Vol.18 No.3/4, pp.323 - 341

Received: 19 Mar 2024
Accepted: 14 Jul 2024
Published online: 05 Aug 2025 *

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