Gamification as a platform for brand co-creation experiences
Helena Nobre, André Ferreira
| Year of publication: |
August 2017
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|---|---|
| Authors: | Nobre, Helena ; Ferreira, André |
| Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1350-231X, ZDB-ID 2098132-6. - Vol. 24.2017, 4, p. 349-361
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| Subject: | Gamification | Brand value co-creation | Innovative brand management | Consumer engagement | Brand experience | Markenführung | Brand management | Kundenintegration | Customer integration | Markenartikel | Brand | Konsumentenverhalten | Consumer behaviour | Social Web | Social web | Betriebliche Wertschöpfung | Value creation | Beziehungsmarketing | Relationship marketing |