Gift of fantasy: investigating how fantasy in digital game impacts game brand immersion

Purpose This research aims to extend brand relationship theory to the domain of online gaming by augmenting the understanding of the role played by fantasy state in digital game in impacting gamers' immersive relationships with digital game brands. In this quest, the research examines how fantasy state in game (FSG) creates game brand immersion (GBI) through the mediation of emotional game brand attachment (EGBA) and the roles of individual's need for escapism (NE) and anxious attachment style (AAS) in moderating the aforementioned relationships. Design/methodology/approach The research employs a pre-test followed by two quantitative studies. Quantitative data were analyzed using the PROCESS macro. Findings Results from Study 1 illustrate that perceived fantasy in game generates EGBA, which, in turn, predicts GBI. Further, Study 2 establishes that the effect of fantasy in game on EGBA is moderated by gamer's NE. The moderating effect of NE is moderated by individual's AAS. Originality/value Value of the study lies in extending consumer–brand relationship theory to digital gaming domain which enhances the understanding of how fantasy state in digital game can lead to GBI and the roles played by individual personality characteristics like escapism motivation and AAS in the process.