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Keywords: Game mechanics
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Journal Articles
Enhancing affective commitment through gamified services of luxury brands: role of game mechanics and self-congruity
Available to Purchase
Journal:
Journal of Services Marketing
Journal of Services Marketing (2023) 37 (8): 1018–1031.
Published: 16 May 2023
... if the setup game mechanics and self-congruity with the brand can strengthen the effectiveness of motivation to engage with gamification on customer–brand engagement and self-brand connection. Design/methodology/approach Data were collected through the survey method using a structured questionnaire...
