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 innovativene... by Rayhane Rezagholizade, Zahra Sadeqi-Arani, Esmail Mazroui

“…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. …”
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