Does gamification affect brand engagement and equity? : a study in online brand communities
Nannan Xi, Juho Hamari
| Year of publication: |
2020
|
|---|---|
| Authors: | Xi, Nannan ; Hamari, Juho |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 109.2020, p. 449-460
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| Subject: | Brand | Community | Engagement | Gamification | Marketing | Social commerce | Social Web | Social web | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Online-Marketing | Internet marketing | Beziehungsmarketing | Relationship marketing | Markenimage | Brand image |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2019.11.058 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012238105