How gamification elements benefit brand love : the moderating effect of immersion

Hung-Tai Tsou and Mukti Trio Putra

Year of publication:	2023
Authors:	Tsou, Hung Tai ; Putra, Mukti Trio
Subject:	Brand love \| Customer engagement \| Gamification \| Immersion \| S-O-R model \| Beziehungsmarketing \| Relationship marketing \| Konsumentenverhalten \| Consumer behaviour \| Markenführung \| Brand management \| Emotion \| Markenartikel \| Brand \| Computerspiel \| Video game \| Markenimage \| Brand image

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