Gamify, engage, build loyalty : exploring the benefits of gameful experience for branded sports apps
Year of publication: |
2024
|
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Authors: | Habachi, Salma ; Matute, Jorge ; Palau i Saumell, Ramon |
Published in: |
The journal of product & brand management. - Bingley : Emerald, ISSN 2054-1643, ZDB-ID 2020682-3. - Vol. 33.2024, 1, p. 57-75
|
Subject: | Brand engagement | Brand loyalty | Gameful experience | Intention to use | Mobile apps | PLS modelling | Self-image congruity | Simulation and gaming | Experiment | Beziehungsmarketing | Relationship marketing | Markenführung | Brand management | Spieltheorie | Game theory | Computerspiel | Video game | Mobile Anwendung | Mobile application | Kundenzufriedenheit | Customer satisfaction | Markentreue | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Sportmarketing | Sports marketing |
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