The impact of experiential marketing at community tournaments on Valorant’s customer-based brand equity: A case study of Cypher in Cyber in Hanoi

This study examines how experiential marketing at community tournaments affects the customer-based brand equity of Valorant, using VNGGames’ Cypher in Cyber tournament at Spartacus Gaming Center in Hanoi as a case study. The analytical framework combines Keller’s customer-based brand equity model with Schmitt’s strategic experiential modules. A mixed-methods approach was employed, including a survey of 209 participants, in-depth interviews with operational staff, and direct observation. The results indicate positive effects on all five brand-equity dimensions, with mean scores ranging from 3.92 to 4.01 out of 5. Brand emotion appears to connect tournament experiences with player loyalty, although this mediating relationship was not formally tested. The study recommends strengthening brand zoning, community engagement, communication consistency, and long-term value creation for returning players.