How gamification elements benefit brand love : the moderating effect of immersion
Hung-Tai Tsou and Mukti Trio Putra
| Year of publication: |
2023
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|---|---|
| Authors: | Tsou, Hung Tai ; Putra, Mukti Trio |
| Published in: |
Marketing intelligence & planning. - Bingley : Emerald, ISSN 1758-8049, ZDB-ID 2023533-1. - Vol. 41.2023, 7, p. 1015-1036
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| 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 |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/MIP-04-2023-0143 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014381232