Does gamification effect customer brand engagement and co-creation during pandemic? : a moderated-mediation analysis
Raouf Ahmad Rather, Shakir Hussain Parrey, Rafia Gulzar and Shakeel Ul Rehman
Year of publication: |
2023
|
---|---|
Authors: | Rather, Raouf Ahmad ; Parrey, Shakir Hussain ; Gulzar, Rafia ; Ul Rehman, Shakeel |
Published in: |
Journal of global scholars of marketing science : bridging Asia and the world ; JGSMS. - Abingdon, Oxon : Routledge, Taylor & Francis, ISSN 2163-9167, ZDB-ID 2659000-1. - Vol. 33.2023, 2, p. 285-311
|
Subject: | co-creation | customer brand engagement | Gamification | protection motivation | psychological fear | Kundenintegration | Customer integration | Beziehungsmarketing | Relationship marketing | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markentreue | Brand loyalty | Coronavirus | Social Web | Social web | Online-Marketing | Internet marketing | Leistungsmotivation | Work motivation |
Saved in:
Online Resource