Does Gamification Affect Customer Brand Engagement and Brand Value Co-Creation?

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Author(s): S. Baranidharan (CHRIST University (Deemed), India), J. Sharon Sophia (CHRIST University (Deemed), India)and Chippy Mohan (CHRIST University (Deemed), India)
Copyright: 2023
Pages: 19
Source title: Sustainable Marketing, Branding, and Reputation Management: Strategies for a Greener Future
Source Author(s)/Editor(s): Reason Masengu (Middle East College, Muscat, Oman), Stanilas Bigirimana (Africa University, Zimbabwe), Option Takunda Chiwaridzo (University of Science and Technology Beijing, Beijing, China), Ruzive Bensson (Modern College of Business and Science, Oman)and Christina Blossom (Middle East College, Oman)
DOI: 10.4018/979-8-3693-0019-0.ch013

Keywords: Business Science Reference / Environment & Agriculture / Marketing and Consumer Behavior / Sustainable Development

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Abstract

The study examines the relationship between gamification and customer brand engagement, focusing on its impact on brand value co-creation. It analyzes various studies published between 2013 and 2023, revealing that gamification positively influences brand engagement by fostering active participation, emotional connections, and increased motivation. It also facilitates brand value co-creation by encouraging consumers to actively contribute to brand development, innovation, and advocacy. Design considerations like game mechanics, aesthetics, and personalized experiences are crucial for maximizing gamification's impact on customer engagement and brand value co-creation. The review identifies potential moderating factors, such as consumer characteristics, cultural differences, and industry-specific dynamics, which may influence the effectiveness of gamification strategies.

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Does Gamification Affect Customer Brand Engagement and Brand Value Co-Creation?

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