Creating brand engagement through in-store gamified customer experiences
Abstract
The purpose of this study is to understand how gamification contributes to customers’ value creation in a retail context and how this value creation relates to brand engagement. The study builds on a field experiment using a two-group between-subjects design combined with correlational research. The experiment involved 378 participants recruited at a major European sports retailer. Participants were exposed to one of two conditions: one with a...
Paper Details
Title
Creating brand engagement through in-store gamified customer experiences
Published Date
Sep 1, 2019
Volume
50
Pages
122 - 130
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