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https://hdl.handle.net/10316/105321
Título: | Value dimensions of gamification and their influence on brand loyalty and word-of-mouth: Relationships and combinations with satisfaction and brand love | Autor: | Torres, Pedro Augusto, Mário Neves, Cristiana |
Data: | 14-Ago-2021 | Editora: | Psychology & Marketing (P&M) | Resumo: | This study examined the influence of different value dimensions of gamification on two important marketing outcomes, brand loyalty and word-of-mouth, using a mixed methods approach. A fuzzy-set qualitative comparative analysis (fs/QCA) is employed alongside structural equation modeling (SEM). These methods showcase nuances that contribute to the understanding of the effects of different value dimensions. Although the SEM results stress the mediating role of brand love, the fs/QCA results indicate that brand love is a core condition for brand loyalty, but it might be indifferent to obtaining positive word-of-mouth. Different paths can be sufficient to produce the outcomes of interest. The value dimensions of gamification can be substitutes, contingent on the presence of other conditions, thereby providing a novel perspective. These findings advance our knowledge of the functioning of gamification and can serve as a guide for practitioners seeking to employ gamification experiences to alter consumers’ behavior. | URI: | https://hdl.handle.net/10316/105321 | ISSN: | 0742-6046 | DOI: | 10.1002/mar.21573 | Direitos: | embargoedAccess |
Aparece nas coleções: | I&D CeBER - Artigos em Revistas Internacionais |
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Manuscript_PM_2021_Torres et al.xps | Value dimensions of gamification and their influence on brand loyalty and word-of-mouth: Relationships and combinations with satisfaction and brand love | 1.32 MB | Unknown | Ver/Abrir |
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