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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...

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Bibliographic Details
Main Authors:	Malik, Garima, Sharma, Piyush, Leung, Tak Yan
Format:	Conference Paper
Published:	2023
Online Access:	http://hdl.handle.net/20.500.11937/93027

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