Having fun while receiving rewards? : exploration of gamification in loyalty programs for consumer loyalty
Jiyoung Hwang, Laee Choi
| Year of publication: |
2020
|
|---|---|
| Authors: | Hwang, Jiyoung ; Choi, Laee |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 106.2020, p. 365-376
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| Subject: | Gamification | Loyalty | Loyalty program | Playfulness | Reward type | Kundenbindungsprogramm | Beziehungsmarketing | Relationship marketing | Konsumentenverhalten | Consumer behaviour |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2019.01.031 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012158381