... 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...

... and symbolic interaction theory as theoretical backgrounds. Results identified customer–brand identification and service value influenced both service brand involvement and service brand-decision involvement. However, self-congruity only influenced customers’ service brand-decision involvement. Results...