... of the worlds they love, mulling over the procurement of game merchandise and memorabilia. These items are more than mere collectibles; they are emblems of unwavering enthusiasm for game culture. This study employs the consumer culture theory (CCT) to investigate game players’ propensity to purchase merchandise...

.... A framework is derived and developed from service-dominant logic (SDL) and supported by consumer culture theory (CCT). It also offers a specific strategy that is required for the growth and sustainability of the organic-products entrepreneurship. Design/methodology/approach Applied thematic analysis...