Marketing

Context (archaeology)

Brand experience

World Wide Web

Communication

Biology

Social psychology

Computer science

New product development

Business

Paleontology

Advertising

Psychology

Social media

Product management

Value (mathematics)

Brand engagement

Customer engagement

Affect (linguistics)

Machine learning

Journal of Retailing and Consumer Services

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 gamified activity in a store, and one in which the participants performed the same activity without being exposed to any game elements. The findings show that gamification affects the hedonic value of an activity and that this effect can be partly explained by positive affect. When this hedonic value was compared to the satisfaction with a reward, the hedonic value was found to be a better predictor of continued engagement intention. Finally, gamification through continued engagement intention is positively associated with brand engagement.

Creating brand engagement through in-store gamified customer experiences