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How does gameful experience foster customer engagement and brand advocacy? : consumer insights into branding in e-tail
Malik, Garima; Pradhan, Debasis - In: Journal of consumer marketing 42 (2025) 2, pp. 205-222
Persistent link: https://www.econbiz.de/10015205260
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Gamification and customer brand engagement : a review and future research agendas
Malik, Garima; Pradhan, Debasis; Rup, Bikash Kumar - In: Marketing intelligence & planning 43 (2025) 1, pp. 210-239
Persistent link: https://www.econbiz.de/10015201942
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Taking a bite out of Apple : jailbreaking and the confluence of brand loyalty, consumer resistance and the co-creation of value
Lee, Michael S. W.; Soon, Ian - In: The journal of product & brand management 26 (2017) 4, pp. 351-364
Persistent link: https://www.econbiz.de/10011777356