We invite you to attend the Thesis Presentation of Jacqueline Burgess, a Doctor of Philosophy candidate within the School of Social Sciences, in the Faculty of Arts, Business and Law.
Title: The intersection of narrative and marketing: exploring a video game narrative brand through brand management and game studies.
Presenter: Jacqueline Burgess
When: Tuesday, 17 April 9-10am
Where: Building D, 1.50
Abstract: Although the Game Studies discipline has been preoccupied with player-centric studies, the discipline lacks research into Brand Management, a sub-discipline of marketing, which involves ensuring that consumers (videogame players) hold positive thoughts, feelings, and opinions about a brand. This Doctor of Philosophy thesis sought to address this research gap by interrogating the brand management of a video game narrative brand, and its developer, to see how branding strategies could be used to better fulfil consumers’ needs. The thesis is presented as a series of five thematically linked articles. The research for these articles included examining the forced closure of a brand community that was also a participatory culture; a brand crisis; and investigations into how players responded emotionally to their player character and two non-playable characters from a video game narrative brand. Effective brand management is important, if not essential, for the video game industry, because it depends financially on sequels or continuations of franchises, which dominate best seller lists.
Bio: Jacqueline has a double undergraduate degree in Arts and Business with majors in Creative Writing and Politics and International Relations, minors in Marketing and Human Resource Management, and a first-class honours degree in Marketing, all at USC. She has published three journal articles examining brand management or video games and was the runner up at the 2016 USC Three Minute Thesis Competition. She joined the Engage Lab in 2015 to bring a business perspective to the research of video games and explore the importance of brand management of video games for players, developers, publishers and the wider games industry and was awarded an Australian Postgraduate Award to support this research. Jacqueline also tutors in a variety of marketing subjects at USC including MKG322 Brand Management, BUS105 Introduction to Marketing, MKG211 Services Marketing, and MKG220 Marketing Communication. When not immersed in video games or marketing, Jacqueline enjoys watching tennis, avidly consuming books about various historical time periods, and dabbling in creative writing and psephology.
Should you have any questions about this event please contact FABHDR@usc.edu.au.
We look forward to seeing you there.