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Gamification as a platform for brand co-creation experiences

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  • Helena Nobre

    (University of Aveiro)

  • André Ferreira

    (Polytechnic Institute of Porto)

Abstract

This study is aimed at establishing a connection between brand gamified experiences and brand value co-creation, based on a literature review and insights from exploratory research. Consumers’ motivations to get involved with gamified experiences and their impact on consumer engagement and brand experience are analyzed. Simultaneously, the study explores the motivations that drive firms to implement gamified systems with consequences for brand value co-creation. Seven managers and marketing professionals were interviewed through semi-structured interviews, and two focus groups were performed to collect primary information on consumers’ perceptions and motivations. Results suggest that gamification offers a platform for the development of brand engagement and relationship enhancement, through entertainment, challenges, continuous experiences, and brand involvement. Consumers seek gamified systems that provide them with fun, rewards, competition, social interactions and recognition, customization, and sense of community. Gamification also allows firms to collect spontaneous and valuable data on consumers’ opinions and interactions. In sum, gamification can be seen as an innovative branding tool to promote consumer interaction and participation in brand co-creation experiences, all of which is essential to managing brand-based innovation.

Suggested Citation

  • Helena Nobre & André Ferreira, 2017. "Gamification as a platform for brand co-creation experiences," Journal of Brand Management, Palgrave Macmillan, vol. 24(4), pages 349-361, August.
    • Handle: RePEc:pal:jobman:v:24:y:2017:i:4:d:10.1057_s41262-017-0055-3
    DOI: 10.1057/s41262-017-0055-3
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    References listed on IDEAS

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    Cited by:

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    2. Sarasvuo, Sonja & Rindell, Anne & Kovalchuk, Marina, 2022. "Toward a conceptual understanding of co-creation in branding," Journal of Business Research, Elsevier, vol. 139(C), pages 543-563.
    3. Xi, Nannan & Hamari, Juho, 2020. "Does gamification affect brand engagement and equity? A study in online brand communities," Journal of Business Research, Elsevier, vol. 109(C), pages 449-460.
    4. Anthony Okoeguale, 2023. "Brand Value Co-creation Revisited: A Critical Review of Studies," Academic Journal of Interdisciplinary Studies, Richtmann Publishing Ltd, vol. 12, March.
    5. Singh, Pallavi & Brown, David M. & Chelekis, Jessica & Apostolidis, Chrysostomos & Dey, Bidit L., 2022. "Sustainability in the beer and pub industry during the COVID-19 period: An emerging new normal," Journal of Business Research, Elsevier, vol. 141(C), pages 656-672.
    6. Ridhwan O. Olaoke & Steven W. Bayighomog & Mustafa Tümer, 2021. "Nonlinear relationship between brand experience and customer satisfaction in the hospitality sector: an exploratory study," Journal of Brand Management, Palgrave Macmillan, vol. 28(6), pages 643-656, November.
    7. Loureiro, Sandra Maria Correia & Romero, Jaime & Bilro, Ricardo Godinho, 2020. "Stakeholder engagement in co-creation processes for innovation: A systematic literature review and case study," Journal of Business Research, Elsevier, vol. 119(C), pages 388-409.
    8. Ernesto Cardamone & Veronica Marozzo & Gaetano “Nino” Miceli & Maria Antonietta Raimondo, 2023. "Co-creating Through Win and Quick: the Role of Type of Contest and Constraints on Creativity," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 14(4), pages 4449-4465, December.
    9. Linda D. Hollebeek & Moira K. Clark & Wafa Hammedi & René Arvola, 2021. "Cocreated brand value: theoretical model and propositions," Journal of Brand Management, Palgrave Macmillan, vol. 28(4), pages 413-428, July.
    10. Donafeby Widyani, 2021. "Gamification as a marketing strategy for Garuda Indonesia loyalty program," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 10(7), pages 418-422, October.
    11. Ivo Rodrigues & João M. Lopes & Ana Borges & José Oliveira & Márcio Oliveira, 2021. "How Can Gamified Applications Drive Engagement and Brand Attitude? The Case of Nike Run Club Application," Administrative Sciences, MDPI, vol. 11(3), pages 1-20, September.
    12. Qian, Tyreal Yizhou & Matz, Robbie & Luo, Lei & Xu, Chenglong, 2022. "Gamification for value creation and viewer engagement in gamified livestreaming services: The moderating role of gender in esports," Journal of Business Research, Elsevier, vol. 145(C), pages 482-494.
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    14. Shaun M. Powell, 2017. "Journal of Brand Management: year end review 2017," Journal of Brand Management, Palgrave Macmillan, vol. 24(6), pages 509-515, November.
    15. Hofman-Kohlmeyer Magdalena, 2021. "Brand-Related User-Generated Content in Simulation Video Games: Qualitative Research Among Polish Players," Journal of Management and Business Administration. Central Europe, Sciendo, vol. 29(1), pages 61-87, March.

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