Effects of Co-branding and hedonic motivation on attachment to MOBA characters

Objective of the study: To verify the effects of using co-branding on individuals' attachment to MOBA (Massive Online Battle Arena) mobile games and to analyze the mediating role of hedonic motivation. Methodology/approach: A quantitative research approach was used to address the issue through a survey technique, with the application of an online questionnaire to test the hypotheses. Data analysis was performed using SmartPLS 4 software to conduct partial least squares structural equation modeling. Main results: The results indicate a complementary partial mediation of hedonic motivation in the relationship between co-branding and individuals' attachment to MOBA mobile games. Theoretical/methodological contributions: The research contributes to the literature by analyzing in a highly competitive and current scenario (post-pandemic) that the practice of co-branding is beneficial for brands and generates positive impacts on individuals' attachment. Additionally, the research showed that one of the explanatory mechanisms for increased attachment is hedonic motivation, as it mediated the relationship between co-branding practice and attachment. Another contribution was highlighting that a co-branding campaign with an unknown brand did not receive a good evaluation from the participants in this study. Relevance/originality: The empirical nature of this study stands out, highlighting constructs such as hedonic motivation, attachment, and co-branding and their relevance in the market scenario of the mobile gaming industry.