Tanouri, Afshin; Mulcahy, Rory; Russell-Bennett, Rebekah - In: Journal of Service Theory and Practice 29 (2019) 2, pp. 122-141
Purpose: The purpose of this paper is twofold: first, to test a hierarchical model with interrelationships between social support, value and brand equity to examine the effect of a transformative gamification service on users’ well-being behaviors; and second, to demonstrate the usefulness of...