How does gameful experience foster customer engagement and brand advocacy? : consumer insights into branding in e-tail

Garima Malik and Debasis Pradhan

Year of publication:	2025
Authors:	Malik, Garima ; Pradhan, Debasis
Subject:	Brand advocacy \| Customer brand engagement \| FOMO \| Gameful experience (GAMEX) \| Gamification \| Re-visit intention \| Markenführung \| Brand management \| Konsumentenverhalten \| Consumer behaviour \| Beziehungsmarketing \| Relationship marketing \| Markenartikel \| Brand \| Kundenintegration \| Customer integration \| Computerspiel \| Video game \| Experiment \| Spieltheorie \| Game theory \| Social Web \| Social web \| Kundenzufriedenheit \| Customer satisfaction

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