Does gamification effect customer brand engagement and co-creation during pandemic? : a moderated-mediation analysis
Raouf Ahmad Rather, Shakir Hussain Parrey, Rafia Gulzar and Shakeel Ul Rehman
| Year of publication: |
2023
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|---|---|
| Authors: | Rather, Raouf Ahmad ; Parrey, Shakir Hussain ; Gulzar, Rafia ; Ul Rehman, Shakeel |
| Published in: |
Journal of global scholars of marketing science : bridging Asia and the world ; JGSMS. - Abingdon, Oxon : Routledge, Taylor & Francis, ISSN 2163-9167, ZDB-ID 2659000-1. - Vol. 33.2023, 2, p. 285-311
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| Subject: | co-creation | customer brand engagement | Gamification | protection motivation | psychological fear | Kundenintegration | Customer integration | Beziehungsmarketing | Relationship marketing | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Markenführung | Brand management | Motivation | Coronavirus |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/21639159.2022.2083000 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014251320