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Creating brand engagement through in-store gamified customer experiences
Karlstad University.
BI Norwegian Business School.
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Service Research Center (from 2013).ORCID iD: 0000-0001-8102-8168
2019 (English)In: Journal of Retailing and Consumer Services, ISSN 0969-6989, E-ISSN 1873-1384, Vol. 50, p. 122-130Article in journal (Refereed) Published
Abstract [en]

The purpose of this study is to understand how gamification contributes to customers’ value creation in a retail context and how this value creation relates to brand engagement. The study builds on a field experiment using a two-group between-subjects design combined with correlational research. The experiment involved 378 participants recruited at a major European sports retailer. Participants were exposed to one of two conditions: one with a gamified activity in a store, and one in which the participants performed the same activity without being exposed to any game elements. The findings show that gamification affects the hedonic value of an activity and that this effect can be partly explained by positive affect. When this hedonic value was compared to the satisfaction with a reward, the hedonic value was found to be a better predictor of continued engagement intention. Finally, gamification through continued engagement intention is positively associated with brand engagement.

Place, publisher, year, edition, pages
Elsevier, 2019. Vol. 50, p. 122-130
Keywords [en]
Brand engagement, Customer experience, Field experiment, Gamification, Retail
National Category
Other Social Sciences
Identifiers
URN: urn:nbn:se:kau:diva-72500DOI: 10.1016/j.jretconser.2019.05.006ISI: 000471928200014Scopus ID: 2-s2.0-85065402234OAI: oai:DiVA.org:kau-72500DiVA, id: diva2:1324197
Available from: 2019-06-13 Created: 2019-06-13 Last updated: 2019-07-04Bibliographically approved

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Högberg, JohanWästlund, Erik

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CiteExportLink to record
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Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf