The effect of gamification on brand co-creation in app-based businesses: investigating the mediating role of consumer engagement and the moderating role of hedonic and innovativeness
Abstract Today, customer participation in branding through brand co-creation behavior is one of the most important concerns and challenges of industries in this field. To achieve this goal, it is very important to pay attention to the concept of gamification. This research seeks to investigate the e...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | fas |
| Published: |
Iranian Business Management Association
2025-03-01
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| Series: | ارزش آفرینی در مدیریت کسب و کار |
| Subjects: | |
| Online Access: | https://www.jvcbm.ir/article_193271_31521835f118dd4aa2052cd39e434c7d.pdf |
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