Browsing by Subject "Brand engagement"
Now showing items 1-2 of 2
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Gamify, engage, build loyalty: exploring the benefits of gameful experience for branded sports apps
(Journal of Product and Brand Management. 2024;33(1):57-75, 2024-06-15)Purpose This study aims to examine the impact of the gameful experience on behavioural outcomes. Drawing from stimulus–organism–response theory, it proposes and tests a new model that investigates the ... -
Understanding customer brand engagement in user-initiated online brand communities: antecedents and consequences
(Journal of Product & Brand Management. 2019;30(3):360-376, 2019-11-04)Purpose The purpose of this study is to provide a better understanding of customer brand engagement (CBE) by proposing and empirically testing a model of antecedents and consequences of CBE for ...