Does Reward Gamification Drive Brand Relationship Quality?: An Experimental Approach. Issue 4 (19th May 2022)

• Record Type: Journal Article
• Authors: Shankar, Amit
• Is Part Of: Journal of promotion management. Volume 28:Issue 4(2022)
• Page Start: 443
• Page End: 466
• Publication Date: 2022-05-19
• Subjects: Gamification -- mobile banking -- brand relationship quality -- personal innovativeness -- brand engagement; Motivation research (Marketing) -- Periodicals; Consumers -- Periodicals; Sales promotion -- Periodicals; Marketing -- Management -- Periodicals; Advertising -- Periodicals; 658.8205
• DOI: 10.1080/10496491.2021.2008578
• Languages: English
• ISSNs: 1049-6491

Abstract

Abstract: This study examines the impact of reward gamification on brand relationship quality (BRQ) in the mobile banking (m-banking) context. The study also examines the mediating effect of brand engagement and how the effect varies at different levels of personal innovativeness. A scenario-based experimental design was used to examine the effect of reward gamification on BRQ. Data were collected from 259 m-banking users to examine the proposed hypotheses. The findings suggest that gamification has a significant impact on BRQ. This study contributes to the emerging gamification and m-banking literature and helps banks design gamified rewards programs to enhance BRQ.