Boosting brand engagement and loyalty through gamified loyalty programmes

Gamification has emerged as a way of increasing conventional loyalty programmes effectiveness by promoting engagement. This study analyses whether gamified loyalty programme engagement transfers to a more enduring engagement and loyalty towards the brand. Using data from members of MyMcDonald’s Rewards, the results showed that customer engagement with the gamified loyalty programme promotes customer brand engagement, which subsequently favours brand loyalty and increases share-of-purchase and share-of-wallet.

• Publication year

  2023

• Venue

  UCJC Business and Society Review

• Publication date

  2023-02-08

• Fields of study

  Not labeled

• Identifiers
  DOI 10.3232/ubr.2022.v19.n4.04
• External record

  Open on Semantic Scholar

• Source metadata

  Semantic Scholar

• No claims are published for this paper.

• No concepts are published for this paper.

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