Department of Business
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Browsing Department of Business by Author "ALADAĞ, Berksu"
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Item THE IMPACT OF GAMIFICATION ON BRAND LOYALTY THROUGH CONSUMER BRAND ENGAGEMENT: AN EMPIRICAL EVIDENCE OF GAMIFIED BRAND SERVICES IN TURKEY(2022-01-26) ALADAĞ, Berksu; ÖZGEN, PelinGamification, which means the usage of game elements within a non-game context, is among the most important and effective marketing strategies of today’s world. The nature of the game increases the sense of competition and belonging of the consumers, and as a result, gamification is expected to increase consumer engagement, positive evaluation of the brand and loyalty. Therefore, this research was aimed and directed to investigate the impact of gamified consumer brand engagement on brand loyalty, and the impact of gamified service brand evaluation on brand loyalty. In the scope of the present research, a survey has been conducted with 206 participant who actively use one or more brand’s gamification application. The relationship between gamification components utilized on brand applications and brand engagement, positive brand evaluations and brand loyalty has been investigated through linear regression. Findings showed that there is a positive and significant relationship between gamification and brand loyalty through consumer brand engagement.