Using gamification to create brand love in online retailing: Brand engagement and value co-creation perspective
Gamification has emerged as a popular approach to use a virtual platform in combination with social media and other emerging digital platforms to enhance brand engagement. We investigate the focal roles of co-creation and brand love in the impact of brand engagement on brand loyalty and advocacy...
| Main Authors: | , , |
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| Format: | Conference Paper |
| Published: |
2023
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| Online Access: | http://hdl.handle.net/20.500.11937/93027 |