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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| _version_ | 1850063081179185152 |
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| collection | DOAJ |
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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.
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| format | Article |
| id | doaj-art-2df723a2df3c416597e6cb8ebe90200d |
| institution | DOAJ |
| issn | 1132-2799 2255-5951 |
| language | English |
| publishDate | 2023-02-01 |
| publisher | Universidade de Santiago de Compostela |
| record_format | Article |
| series | Revista Galega de Economía |
| spelling | doaj-art-2df723a2df3c416597e6cb8ebe90200d2025-08-20T02:49:46ZengUniversidade de Santiago de CompostelaRevista Galega de Economía1132-27992255-59512023-02-011975Boosting 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 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. https://ojs3usc.devxercode.es/index.php/ubr/article/view/4514 |
| spellingShingle | Boosting brand engagement and loyalty through gamified loyalty programmes Revista Galega de Economía |
| title | Boosting brand engagement and loyalty through gamified loyalty programmes |
| title_full | Boosting brand engagement and loyalty through gamified loyalty programmes |
| title_fullStr | Boosting brand engagement and loyalty through gamified loyalty programmes |
| title_full_unstemmed | Boosting brand engagement and loyalty through gamified loyalty programmes |
| title_short | Boosting brand engagement and loyalty through gamified loyalty programmes |
| title_sort | boosting brand engagement and loyalty through gamified loyalty programmes |
| url | https://ojs3usc.devxercode.es/index.php/ubr/article/view/4514 |