Boosting brand engagement and loyalty through gamified loyalty programmes
Bitrián Arcas, Paula (Universidad de Zaragoza) ; Catalán Gil, Sara (Universidad de Zaragoza) ; Marchan Moreno, Júlia
Resumen: 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.
Idioma: Inglés
DOI: 10.3232/UBR.2022.V19.N4.04
Año: 2022
Publicado en: UCJC business and society review 19, 4 (2022), 144-181
ISSN: 2659-3270
Originalmente disponible en: Texto completo de la revista
Factor impacto CITESCORE: 0.8 - Economics, Econometrics and Finance (Q4) - Business, Management and Accounting (Q4)
Factor impacto SCIMAGO: 0.136 - Business, Management and Accounting (miscellaneous) (Q4) - Finance (Q4) - Economics and Econometrics (Q4)
Tipo y forma: Article (Published version)
Área (Departamento): Área Comerci.Investig.Mercados (Dpto. Direc.Mark.Inves.Mercad.)
You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use. You may not use the material for commercial purposes. If you remix, transform, or build upon the material, you may not distribute the modified material.
Exportado de SIDERAL (2023-09-13-15:34:13)
Visitas y descargas
Idioma: Inglés
DOI: 10.3232/UBR.2022.V19.N4.04
Año: 2022
Publicado en: UCJC business and society review 19, 4 (2022), 144-181
ISSN: 2659-3270
Originalmente disponible en: Texto completo de la revista
Factor impacto CITESCORE: 0.8 - Economics, Econometrics and Finance (Q4) - Business, Management and Accounting (Q4)
Factor impacto SCIMAGO: 0.136 - Business, Management and Accounting (miscellaneous) (Q4) - Finance (Q4) - Economics and Econometrics (Q4)
Tipo y forma: Article (Published version)
Área (Departamento): Área Comerci.Investig.Mercados (Dpto. Direc.Mark.Inves.Mercad.)
You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use. You may not use the material for commercial purposes. If you remix, transform, or build upon the material, you may not distribute the modified material. Exportado de SIDERAL (2023-09-13-15:34:13)
Permalink:
Visitas y descargas
Este artículo se encuentra en las siguientes colecciones:
Articles > Artículos por área > Comercialización e Investigación de Mercados
Record created 2023-07-28, last modified 2023-09-14