Author:
Saxena Garima,Jain Sheetal,Mishra Sita
Abstract
Purpose
This study aims to examine the effect of consumers’ gaming motivations on customer–brand engagement and the potential of this engagement to develop self–brand connections and affective commitment toward luxury brands. Second, it explores if the setup game mechanics and self-congruity with the brand can strengthen the effectiveness of motivation to engage with gamification on customer–brand engagement and self-brand connection.
Design/methodology/approach
Data were collected through the survey method using a structured questionnaire. The sample comprised 249 millennial luxury consumers in India. Data analysis was conducted using AMOS 25 and PROCESS Macro for SPSS.
Findings
The findings support the mediating role of customer–brand engagement and self–brand connection in the relationship between motivation to engage with gamification and affective commitment. While setup game mechanics and self-congruity with brand positively moderate the effect of motivation to engage with gamification on affective commitment via self–brand connection, a similar effect is not found for the relationship via customer–brand engagement. This study presents important implications for both marketers and academicians.
Originality/value
This study applies the mechanics–dynamics–emotions framework and social exchange theory to explain gamified services as a cocreation process between consumers and luxury brands, fostering customer engagement, connection and commitment with the brands. It highlights the role of setup game mechanics and self-congruity in strengthening the effect of luxury consumers’ gaming motivations on engagement and connection with the brand.
Cited by
2 articles.
订阅此论文施引文献
订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献