Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Book Chapter Book Chapter Faculty Publications- Book Chapter Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Does gamification affect customer brand engagement and brand value co-creation? Description An account of the resource 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. Creator An entity primarily responsible for making the resource Baranidharan S.; Sophia J.S.; Mohan C. Source A related resource from which the described resource is derived Sustainable Marketing, Branding, and Reputation Management: Strategies for a Greener Future, pp. 258-276. Publisher An entity responsible for making the resource available IGI Global Date A point or period of time associated with an event in the lifecycle of the resource 2023-01-01 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.4018/979-8-3693-0019-0.ch013" target="_blank" rel="noreferrer noopener">https://doi.org/10.4018/979-8-3693-0019-0.ch013</a> <br /><br /><a href="https://www.scopus.com/inward/record.uri?eid=2-s2.0-85174010480&amp;doi=10.4018%2F979-8-3693-0019-0.ch013&amp;partnerID=40&amp;md5=515755eac7be7c78c1867cbe6cc2d14e" target="_blank" rel="noreferrer noopener">https://www.scopus.com/inward/record.uri?eid=2-s2.0-85174010480&amp;doi=10.4018%2f979-8-3693-0019-0.ch013&amp;partnerID=40&amp;md5=515755eac7be7c78c1867cbe6cc2d14e</a> Rights Information about rights held in and over the resource Restricted Access Relation A related resource ISBN: 979-836930020-6; 979-836930019-0 Format The file format, physical medium, or dimensions of the resource Online Language A language of the resource English Type The nature or genre of the resource Book chapter Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Baranidharan S., CHRIST University (Deemed), India; Sophia J.S., CHRIST University (Deemed), India; Mohan C., CHRIST University (Deemed), India