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.)