Author(s): Vanessza BÖLCSOVÁ, Máté Zoltán CSEKEI

Title: AZ EXKLUZIVITÁS EREJE A KONZOLPIACON

Source: Š. Gubo, E. Kahler Korcsmáros, Sz. Svitek, J. Tóth (eds.): 17th International Scientific Conference of J. Selye University. Sessions of the Faculty of Economics and Informatics. Conference Proceedings

ISBN: 978-80-8122-538-3

DOI: https://doi.org/10.36007/5383.2026.106

Publisher: J. Selye University, Komárno, Slovakia

PY, pages: 2025, 106-117

Published on-line: 2026

Language: hu

Abstract: One of the most decisive competitive factors in the video game industry is the availability of exclusive titles, which directly influences consumer decisions and the development of brand loyalty. This research examines the significance of exclusivity in the console market from two perspectives: first, the relationship between the perceived importance of exclusive titles and consumer brand loyalty, and second, whether exclusivity affects the perception of Sony as the winner of the console war. Based on the results of a questionnaire survey, the study demonstrates that a higher valuation of exclusive games significantly strengthens consumer commitment and increases the likelihood of identifying Sony as the leading winner in the market competition. The research contributes to the theoretical understanding of consumer behaviour and brand loyalty within the digital entertainment industry.

Keywords: consumer behaviour, console war, exclusive games, video game consoles, brand loyalty

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