TY - JOUR
AU - Shankar, Amit
AB -  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. 
TI - Does Reward Gamification Drive Brand Relationship Quality?: An Experimental Approach
JF - Journal Of Promotion Management
DO - 10.1080/10496491.2021.2008578
DA - 2022-05-19
UR - https://www.deepdyve.com/lp/taylor-francis/does-reward-gamification-drive-brand-relationship-quality-an-xHAZfYNKOX
SP - 443
EP - 466
VL - 28
IS - 4
DP - DeepDyve
ER -