A4 Refereed article in a conference publication
The relationship between gamification, brand engagement and brand equity
Authors: Xi Nannan, Hamari Juho
Editors: N/A
Conference name: Hawaii International Conference on System Sciences
Publishing place: Hawaii, USA
Publication year: 2019
Journal: Proceedings of the Annual Hawaii International Conference on System Sciences
Book title : Proceedings of the 52nd International Conference on System Sciences
Number in series: 52
ISBN: 978-0-9981331-2-6
DOI: https://doi.org/10.24251/HICSS.2019.099
Web address : http://hdl.handle.net/10125/59521
Self-archived copy’s web address: https://research.utu.fi/converis/portal/detail/Publication/45308793
Many companies are increasingly attempting to build and manage brand
communities that increasingly resemble games and game communities and
believe that this gamification can increase the engagement and loyalty
of consumers to the brand. However, currently, there is a dearth of
empirical evidence supporting these expectations in the realm of
marketing beyond the pervasive hype around gamification. Therefore, in
this study, we investigate the relationship between gamification
features, brand engagement and brand equity among consumers (N=824) from
both of Xiaomi and Huawei online brand communities through a
psychometric survey. The results indicate that achievement and
social-related features are positively associated with emotional,
cognitive and social brand engagement. Immersion-related features are
positively associated with social brand engagement. Furthermore, all
dimensions of brand engagement are further positively associated with
brand equity. The results imply that there is a positive chain
relationship between gamification, brand engagement and brand equity,
and that, gamification appears to be an effective tool for brand
management.
Downloadable publication This is an electronic reprint of the original article. |  |
