Does gamification affect customer brand engagement and brand value co-creation?
Year of publication: |
2023
|
---|---|
Authors: | Baranidharan, S. ; Sophia, J. Sharon ; Mohan, Chippy |
Published in: |
Sustainable marketing, branding, and reputation management : strategies for a greener future. - Hershey, PA : IGI Global, ISBN 979-8-3693-0019-0. - 2023, p. 258-276
|
Subject: | Markenführung | Brand management | Markenwert | Brand equity | Konsumentenverhalten | Consumer behaviour | Gamification | Markenartikel | Brand |
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