The effect of gamification on brand equity and desirable consumer behaviors in online retail stores: The mediating role of brand engagement.
| Autor: | Ebrahimi, Elham1 e.ebrahimi@ihcs.ac.ir, Irani, Hamid Reza2 hamidrezairani@ut.ac.ir, Abbasi, Mohammad3 abasischolar@gmail.com, Abedini, Ali4 abediny@ut.ac.ir |
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| Zdroj: | Interdisciplinary Journal of Management Studies. Apr2024, Vol. 17 Issue 2, p379-391. 13p. |
| Databáze: | Business Source Ultimate |
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