Citas bibligráficas
Duffoó, S., Palacios, L. (2021). Gamificación y consumer - brand engagement en relación con el brand loyalty [Trabajo de investigación, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/655761
Duffoó, S., Palacios, L. Gamificación y consumer - brand engagement en relación con el brand loyalty [Trabajo de investigación]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2021. http://hdl.handle.net/10757/655761
@misc{renati/1289865,
title = "Gamificación y consumer - brand engagement en relación con el brand loyalty",
author = "Palacios Beraún, Laura Daniela",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2021"
}
Gamification is a process of using game thinking and mechanics in non-game contexts to increase self-contributions from users. That is the reason why it is gaining attention from professionals and researchers. Today, in the marketing area, gamification has been used by many companies to improve advertising performance, attract customers, improve perceived brand value, and increase brand awareness, attitude, and brand loyalty. the consumers. However, there are few studies that speak or reinforce this phenomenon. This research evaluates the impact of gamification with respect to consumer brand engagement (CBE) in relation to brand loyalty (BL), for which 400 surveys will be applied, according to the guidelines of our target audience, using the scale Likert and the results will be evaluated using the type of bivariate analysis with a correlation statistic as well as multivariate analysis with a structural equation statistic (SEM).
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