126849 20230914083823.0 doi 10.3232/UBR.2022.V19.N4.04 sideral 134156 ART-2022-134156 eng Bitrián Arcas, Paula Universidad de Zaragoza (orcid)0000-0001-6325-6773 Boosting brand engagement and loyalty through gamified loyalty programmes 2022 Access copy available to the general public Unrestricted Gamification 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. info:eu-repo/semantics/openAccess by-nc-nd http://creativecommons.org/licenses/by-nc-nd/3.0/es/ 0.136 2022 Business, Management and Accounting (miscellaneous) 2022 Q4 Finance 2022 Q4 Economics and Econometrics 2022 Q4 0.8 2022 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Catalán Gil, Sara Universidad de Zaragoza (orcid)0000-0001-5268-1723 Marchan Moreno, Júlia 4011 095 Universidad de Zaragoza Dpto. Direc.Mark.Inves.Mercad. Área Comerci.Investig.Mercados 19, 4 (2022), 144-181 UCJC bus. soc. rev UCJC business and society review 2659-3270 903257 http://zaguan.unizar.es/record/126849/files/texto_completo.pdf Versión publicada 1641539 http://zaguan.unizar.es/record/126849/files/texto_completo.jpg?subformat=icon icon Versión publicada https://journals.ucjc.edu/ubr/article/view/4514/3232 Texto completo de la revista oai:zaguan.unizar.es:126849 articulos driver 2023-09-13-15:34:13 ARTICLE