Brand crowdfunding using followers boosted through gamification affordances : insights from two emerging markets
Muhammad Zahid Nawaz, Shahid Nawaz and Francisco Guzman
| Year of publication: |
2023
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|---|---|
| Authors: | Nawaz, Muhammad Zahid ; Nawaz, Shahid ; Guzman, Francisco |
| Subject: | Brand crowdfunding | Brand loyalty | Emerging markets | Gamification | Social media brand engagement | Social Web | Social web | Schwellenländer | Emerging economies | Markenführung | Brand management | Crowdfunding | Markentreue | Markenimage | Brand image | Markenartikel | Brand | Online-Marketing | Internet marketing | Konsumentenverhalten | Consumer behaviour | Beziehungsmarketing | Relationship marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JPBM-01-2023-4314 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://ebvufind01.dmz1.zbw.eu/10014485572