Although most gamification studies share the idea that customer
engagement is one of the expected outcomes of gamification, they tend to
treat engagement one-dimensionally as a psychological outcome of
gamification. The study explores from the consumer perspective how
benefits stemming from gamification and consumer brand engagement are
dimensionally interconnected in the context of food packaging. This
context enables extending the current understanding of the various ways
in which gamification may enable brands to interact with consumers in
their everyday lives and boost consumer brand engagement. The data were
generated through qualitative Internet-mediated group interviews
(N = 99). The findings show four consumer benefits of gamified packaging
– functional, hedonic, social, and educational – which are further
elaborated in terms of three dimensions (cognitive, emotional, and
behavioral) of consumer brand engagement to create a multidimensional
typology. The study highlights managerial implications in terms of
relying on consumer-driven innovations when designing gamification.