Search for: [Abstract = "Based on assumptions from marketing and social psychology, this paper aims at obtaining a better understanding on how to engage consumers in e\-Sports using brand identification and demographic dispositions \(i.e., age, education\) as antecedent variables. We collected a sample of 216 League of Legends consumers, via the crowdsourcing marketplace Mechanical Turk to explain consumer engagement of e\-Sports brands. Using a quasi\-experimental approach and structural equation modelling, we show that brand identification affects consumer engagement in a positive manner. Our results indicate that age has a negative and education a positive influence on brand identification and consumer engagement."]

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