Gamify, engage, build loyalty : exploring the benefits of gameful experience for branded sports apps
Salma Habachi, Jorge Matute and Ramon Palau-Saumell
| Year of publication: |
2024
|
|---|---|
| Authors: | Habachi, Salma ; Matute, Jorge ; Palau i Saumell, Ramon |
| Subject: | Brand engagement | Brand loyalty | Gameful experience | Intention to use | Mobile apps | PLS modelling | Self-image congruity | Simulation and gaming | Mobile Anwendung | Mobile application | Beziehungsmarketing | Relationship marketing | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Experiment | Computerspiel | Video game | Markentreue | Spieltheorie | Game theory | Kundenzufriedenheit | Customer satisfaction | Markenartikel | Brand | Sportmarketing | Sports marketing | Online-Marketing | Internet marketing |
freely available
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JPBM-07-2022-4070 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014485716