Once upon a game : boosting brand storytelling through gamification
Elias Vega and Carmen Camarero
| Year of publication: |
2024
|
|---|---|
| Authors: | Vega, Elias ; Camarero Izquierdo, Carmen |
| Published in: |
The journal of product & brand management. - Bingley : Emerald, ISSN 2054-1643, ZDB-ID 2020682-3. - Vol. 33.2024, 6, p. 717-732
|
| Subject: | Brand attitude | Brand experience | Brand storytelling | Experimental design | Gamification | Interactivity | Narrative transportation | Word-of-mouth | Markenführung | Brand management | Narrative Methode | Narrative method | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Computerspiel | Video game | Virales Marketing | Viral marketing | Experiment | Markenimage | Brand image |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JPBM-10-2023-4796 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015165273