Scandals in Esports: Insights on Brand Equity and Crisis Management

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Scandals in Esports: Insights on Brand Equity and Crisis Management

Scandals in Esports: Insights on Brand Equity and Crisis Management

Pages : 283-302

View : 198 | Download : 385

Publication Date : 2025-12-05

Article Type : Research Paper

Abstract :The purpose of this study is to examine scandals in esports and qualitatively reveal the reflections of such scandals on crisis management and brand equity. The study offers a unique perspective to understand how the digital and interaction-based nature of esports shapes crisis processes. The research is structured with a qualitative approach and a multiple case design is adopted. The data on esports scandals were obtained from the media content of 15 esports scandals that are claimed to be widely featured on the internet according to the keyword “cheating in esports” on Wikipedia. The data on the reflections of the scandals on brand equity and crisis management were obtained from semi-structured interviews conducted with professionals and academics working in the esports industry. A total of 15 participants were reached, including 7 esports professionals and 8 academics, using convenience sampling and criterion sampling methods. The data obtained were analyzed by descriptive and content analysis methods. The analysis revealed that crises have a serious impact on brand credibility, fan loyalty and image, and that crisis management involves multi-layered strategies for governance, communication and reputation repair. Furthermore, the digital nature of esports increases the speed at which crises spread and therefore requires more agile response mechanisms. As a result, it is emphasized that esports organizations should develop proactive and holistic crisis management approaches against crises.
Keywords : Espor, Kriz yönetimi, Skandal, Marka değeri, Nitel araştırma

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