Does gamification affect customer brand engagement and brand value co-creation?

Title

Does gamification affect customer brand engagement and brand value co-creation?

Creator

Baranidharan S.; Sophia J.S.; Mohan C.

Description

The study examines the relationship between gamification and customer brand engagement, focusing on its impact on brand value co-creation. It analyzes various studies published between 2013 and 2023, revealing that gamification positively influences brand engagement by fostering active participation, emotional connections, and increased motivation. It also facilitates brand value co-creation by encouraging consumers to actively contribute to brand development, innovation, and advocacy. Design considerations like game mechanics, aesthetics, and personalized experiences are crucial for maximizing gamification's impact on customer engagement and brand value co-creation. The review identifies potential moderating factors, such as consumer characteristics, cultural differences, and industry-specific dynamics, which may influence the effectiveness of gamification strategies. 2023, IGI Global. All rights reserved.

Source

Sustainable Marketing, Branding, and Reputation Management: Strategies for a Greener Future, pp. 258-276.

Date

2023-01-01

Publisher

IGI Global

Coverage

Baranidharan S., CHRIST University (Deemed), India; Sophia J.S., CHRIST University (Deemed), India; Mohan C., CHRIST University (Deemed), India

Rights

Restricted Access

Relation

ISBN: 979-836930020-6; 979-836930019-0

Format

Online

Language

English

Type

Book chapter

Identifier

https://doi.org/10.4018/979-8-3693-0019-0.ch013

https://www.scopus.com/inward/record.uri?eid=2-s2.0-85174010480&doi=10.4018%2f979-8-3693-0019-0.ch013&partnerID=40&md5=515755eac7be7c78c1867cbe6cc2d14e