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Does gamification affect brand engagement and equity? A study in online brand communities

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  1. Yang, Hualong & Li, Dan, 2021. "Health management gamification: Understanding the effects of goal difficulty, achievement incentives, and social networks on performance," Technological Forecasting and Social Change, Elsevier, vol. 169(C).
  2. Muhammad Sohaib & Jacob Mlynarski & Rui Wu, 2022. "Building Brand Equity: The Impact of Brand Experience, Brand Love, and Brand Engagement—A Case Study of Customers’ Perception of the Apple Brand in China," Sustainability, MDPI, vol. 15(1), pages 1-19, December.
  3. Feng, Yuanyue & Yi, Zihui & Yang, Congcong & Chen, Ruoyi & Feng, Ye, 2022. "How do gamification mechanics drive solvers’ Knowledge contribution? A study of collaborative knowledge crowdsourcing," Technological Forecasting and Social Change, Elsevier, vol. 177(C).
  4. Bitrián, Paula & Buil, Isabel & Catalán, Sara, 2021. "Enhancing user engagement: The role of gamification in mobile apps," Journal of Business Research, Elsevier, vol. 132(C), pages 170-185.
  5. Miao Huang & Mohamad Saifudin Mohamad Saleh & Izzal Asnira Zolkepli, 2023. "The Moderating Effect of Green Advertising on the Relationship between Gamification and Sustainable Consumption Behavior: A Case Study of the Ant Forest Social Media App," Sustainability, MDPI, vol. 15(4), pages 1-15, February.
  6. Vishwas G. Raichur & Dinesh Sharma & Arti D. Kalro, 2025. "Customer engagement in firm-initiated and consumer-initiated online brand communities: an exploratory study," Information Systems and e-Business Management, Springer, vol. 23(1), pages 169-207, March.
  7. Taylor, Alex & Carlson, Jamie & Liao, Yi-Chuan & Rahman, Mohammad M., 2023. "Customer engagement and sharing behaviors: Toward a contingent curvilinear perspective," Journal of Business Research, Elsevier, vol. 154(C).
  8. Zafar, Abaid Ullah & Shahzad, Mohsin & Shahzad, Khuram & Appolloni, Andrea & Elgammal, Islam, 2024. "Gamification and sustainable development: Role of gamified learning in sustainable purchasing," Technological Forecasting and Social Change, Elsevier, vol. 198(C).
  9. Lubart, Allan & Capelli, Sonia, 2024. "Gamification of the point of sale using hybrid-reality games: Non-players' negative influence on players' service experience," Technological Forecasting and Social Change, Elsevier, vol. 203(C).
  10. Liguo Lou & Yongbing Jiao & Joon Koh, 2021. "Determinants of Fan Engagement in Social Media-Based Brand Communities: A Brand Relationship Quality Perspective," Sustainability, MDPI, vol. 13(11), pages 1-17, May.
  11. Angel Torres-Toukoumidis & Diego Vintimilla León & Andrea De-Santis & Paulo Carlos López-López, 2022. "Gamification in Ecology-Oriented Mobile Applications—Typologies and Purposes," Societies, MDPI, vol. 12(2), pages 1-12, March.
  12. Mian Wang & Jamie Marsden & Ezgi Oguz & Briony Thomas, 2023. "Exploring Sustainable Retail Experiences: Shall We Make It Fashionable?," Sustainability, MDPI, vol. 15(23), pages 1-14, December.
  13. Yi-Jen (Ian) Ho & Siyuan Liu & Lei Wang, 2023. "Fun Shopping: A Randomized Field Experiment on Gamification," Information Systems Research, INFORMS, vol. 34(2), pages 766-785, June.
  14. Liu, Aiping & Urquía-Grande, Elena & López-Sánchez, Pilar & Rodríguez-López, Ángel, 2024. "The power of play in microfinance: Examining the effect of gamification on customer relationship management performance," Journal of Behavioral and Experimental Finance, Elsevier, vol. 44(C).
  15. Pereira, Vijay & Laker, Benjamin & Bamel, Umesh & Sharma, Gagan Deep & Paul, Happy, 2024. "Customer engagement strategies within family businesses in emerging economies: A multi-method study," Journal of Business Research, Elsevier, vol. 174(C).
  16. Chiara Bartoli & Costanza Nosi & Alberto Mattiacci & Francesca Bertuccioli, 2023. "Consumer–brand relationship in the phygital age: a study of luxury fashion," Italian Journal of Marketing, Springer, vol. 2023(4), pages 429-450, December.
  17. David Gligor & Siddik Bozkurt & Emma Welch, 2023. "Building theoretical sand castles: the case of customer brand engagement," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(3), pages 297-316, September.
  18. Hsu, Chia-Lin, 2025. "Environmental sustainability gamification: Conceptualization and scale development," Technological Forecasting and Social Change, Elsevier, vol. 212(C).
  19. Robert Ciuchita & Jonas Heller & Sarah Köcher & Sören Köcher & Thomas Leclercq & Karim Sidaoui & Susan Stead, 2023. "It is Really Not a Game: An Integrative Review of Gamification for Service Research," Post-Print hal-04133024, HAL.
  20. João M. Lopes & Sofia Gomes & Ivo Rodrigues, 2024. "Playing the gamification and co-creation game: a bibliometric literature review," Management Review Quarterly, Springer, vol. 74(1), pages 353-376, February.
  21. Li, Mingwei & Lu, Man & Akram, Umair & Cheng, Shaoen, 2024. "Understanding how customer social capital accumulation in brand communities: A gamification affordance perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
  22. Yuri de Souza Odaguiri Enes & Gisela Demo & Rafael Barreiros Porto & Thaiyan Sun Zulato, 2024. "What Is Next for Consumer-Based Brand Equity in Digital Brands? Research Itineraries and New Challenges," Sustainability, MDPI, vol. 16(13), pages 1-19, June.
  23. Sharma, Wamika & Lim, Weng Marc & Kumar, Satish & Verma, Aastha & Kumra, Rajeev, 2024. "Game on! A state-of-the-art overview of doing business with gamification," Technological Forecasting and Social Change, Elsevier, vol. 198(C).
  24. Mangirdas Mork̄unas, 2023. "Revealing Differences in Brand Loyalty and Brand Engagement of Single or no Parented Young Adults," IIM Kozhikode Society & Management Review, , vol. 12(1), pages 102-111, January.
  25. Chuan Zheng & Munirah Khamarudin & Azanin Ahmad, 2024. "Mapping the Landscape of Brand Equity Research: A Bibliometric Analysis of SCOPUS Data (1993-2023)," International Review of Management and Marketing, Econjournals, vol. 14(5), pages 113-125, September.
  26. Xu, Hui & Wu, Yang & Hamari, Juho, 2022. "What determines the successfulness of a crowdsourcing campaign: A study on the relationships between indicators of trustworthiness, popularity, and success," Journal of Business Research, Elsevier, vol. 139(C), pages 484-495.
  27. Behl, Abhishek & Jayawardena, Nirma & Pereira, Vijay & Islam, Nazrul & Giudice, Manlio Del & Choudrie, Jyoti, 2022. "Gamification and e-learning for young learners: A systematic literature review, bibliometric analysis, and future research agenda," Technological Forecasting and Social Change, Elsevier, vol. 176(C).
  28. 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.
  29. Xinyuan Lu & Fangfang Ren & Xuelin Wang & Hua Meng, 2024. "How Gamified Interactions Drive Users’ Green Value Co-Creation Behaviors: An Empirical Study from China," Sustainability, MDPI, vol. 16(9), pages 1-21, April.
  30. Hyun, Hyowon & Park, JungKun & Hong, Eunpyo, 2024. "Enhancing brand equity through multidimensional brand authenticity in the fashion retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
  31. Thapa, Sajani & Guzmán, Francisco & Paswan, Audhesh, 2024. "We are just 10 feet away! How does location-based advertising affect consumer-brand engagement?," Journal of Business Research, Elsevier, vol. 172(C).
  32. Matilde Milanesi & Simone Guercini & Andrea Runfola, 2023. "Let’s play! Gamification as a marketing tool to deliver a digital luxury experience," Electronic Commerce Research, Springer, vol. 23(4), pages 2135-2152, December.
  33. Miao, Xiaoyu & Niu, Ben & Yang, Congcong & Feng, Yuanyue, 2023. "Examining the gamified effect of the blindbox design: The moderating role of price," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
  34. Jiaming Fang & Lixue Hu & Xiangqian Liu & Victor R. Prybutok, 2022. "Impact of air quality on online restaurant review comprehensiveness," Electronic Commerce Research, Springer, vol. 22(4), pages 1035-1058, December.
  35. Lingling Yu & Ruixuan Li & Shuo Cheng, 2025. "Exploring the effect of platform gamification on users’ intermittent discontinuance: An ambivalence perspective," Electronic Markets, Springer;IIM University of St. Gallen, vol. 35(1), pages 1-16, December.
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