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. To achieve this goal, it is very important to pay attention to the concept of gamification. …”
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