Boosting brand engagement and loyalty through gamified loyalty programmes
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 R...
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| Format: | Article |
|---|---|
| Language: | English |
| Published: |
Universidade de Santiago de Compostela
2023-02-01
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| Series: | Revista Galega de Economía |
| Online Access: | https://ojs3usc.devxercode.es/index.php/ubr/article/view/4514 |
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