Enhancing affective commitment through gamified services of luxury brands: role of game mechanics and self-congruity
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DOI: 10.1108/jsm-06-2022-0217
Abstract: Purpose This study aims to examine the effect of consumers’ gaming motivations on customer–brand engagement and the potential of this engagement to develop self–brand connections and affective commitment toward luxury brands. Second, it explores if… read more here.
Keywords: affective commitment; game mechanics; mechanics self; mechanics ... See more keywords