The relationship between gamification, brand engagement and brand equity
Hamari Juho; Xi Nannan
The relationship between gamification, brand engagement and brand equity
Hamari Juho
Xi Nannan
Julkaisun pysyvä osoite on:
https://urn.fi/URN:NBN:fi-fe2021042823901
https://urn.fi/URN:NBN:fi-fe2021042823901
Tiivistelmä
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.
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.
Kokoelmat
- Rinnakkaistallenteet [19207]