000126849 001__ 126849 000126849 005__ 20230914083823.0 000126849 0247_ $$2doi$$a10.3232/UBR.2022.V19.N4.04 000126849 0248_ $$2sideral$$a134156 000126849 037__ $$aART-2022-134156 000126849 041__ $$aeng 000126849 100__ $$0(orcid)0000-0001-6325-6773$$aBitrián Arcas, Paula$$uUniversidad de Zaragoza 000126849 245__ $$aBoosting brand engagement and loyalty through gamified loyalty programmes 000126849 260__ $$c2022 000126849 5060_ $$aAccess copy available to the general public$$fUnrestricted 000126849 5203_ $$aGamification has emerged as a way of increasing conventional loyalty programmes effectiveness by promoting engagement. This study analyses whether gamified loyalty programme engagement transfers to a more enduring engagement and loyalty towards the brand. Using data from members of MyMcDonald’s Rewards, the results showed that customer engagement with the gamified loyalty programme promotes customer brand engagement, which subsequently favours brand loyalty and increases share-of-purchase and share-of-wallet. 000126849 540__ $$9info:eu-repo/semantics/openAccess$$aby-nc-nd$$uhttp://creativecommons.org/licenses/by-nc-nd/3.0/es/ 000126849 592__ $$a0.136$$b2022 000126849 593__ $$aBusiness, Management and Accounting (miscellaneous)$$c2022$$dQ4 000126849 593__ $$aFinance$$c2022$$dQ4 000126849 593__ $$aEconomics and Econometrics$$c2022$$dQ4 000126849 594__ $$a0.8$$b2022 000126849 655_4 $$ainfo:eu-repo/semantics/article$$vinfo:eu-repo/semantics/publishedVersion 000126849 700__ $$0(orcid)0000-0001-5268-1723$$aCatalán Gil, Sara$$uUniversidad de Zaragoza 000126849 700__ $$aMarchan Moreno, Júlia 000126849 7102_ $$14011$$2095$$aUniversidad de Zaragoza$$bDpto. Direc.Mark.Inves.Mercad.$$cÁrea Comerci.Investig.Mercados 000126849 773__ $$g19, 4 (2022), 144-181$$pUCJC bus. soc. rev$$tUCJC business and society review$$x2659-3270 000126849 85641 $$uhttps://journals.ucjc.edu/ubr/article/view/4514/3232$$zTexto completo de la revista 000126849 8564_ $$s903257$$uhttps://zaguan.unizar.es/record/126849/files/texto_completo.pdf$$yVersión publicada 000126849 8564_ $$s1641539$$uhttps://zaguan.unizar.es/record/126849/files/texto_completo.jpg?subformat=icon$$xicon$$yVersión publicada 000126849 909CO $$ooai:zaguan.unizar.es:126849$$particulos$$pdriver 000126849 951__ $$a2023-09-13-15:34:13 000126849 980__ $$aARTICLE