Creating brand engagement through in-store gamified customer experiences
Johan Högberg, Marcus Olsson Ramberg, Anders Gustafsson, Erik Wästlund
| Year of publication: |
2019
|
|---|---|
| Authors: | Högberg, Johan ; Olsson Ramberg, Marcus ; Gustafsson, Anders ; Wästlund, Erik |
| Published in: |
Journal of retailing and consumer services. - Amsterdam [u.a.] : Elsevier, ISSN 0969-6989, ZDB-ID 1204385-0. - Vol. 50.2019, p. 122-130
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| Subject: | Gamification | Retail | Customer experience | Field experiment | Brand engagement | Beziehungsmarketing | Relationship marketing | Konsumentenverhalten | Consumer behaviour | Einzelhandel | Retail trade | Markenführung | Brand management | Kundenintegration | Customer integration | Feldforschung | Field research | Markenartikel | Brand | Kundenbindung | Customer retention | Experiment |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jretconser.2019.05.006 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012114145