How Can Gamified Applications Drive Engagement and Brand Attitude? The Case of Nike Run Club Application

How Can Gamified Applications Drive Engagement and Brand Attitude? The Case of Nike Run Club Application

This research aims to analyze the feasibility of gamified applications as a tool to promote engagement and brand attitude. To accomplish this, this research was developed using a quantitative methodology. A confirmatory factor analysis (CFA) was performed and the model hypotheses were tested by a st...

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Bibliographic Details
Main Authors: Ivo Rodrigues, João M. Lopes, Ana Borges, José Oliveira, Márcio Oliveira
Format: Article
Language:English
Published: MDPI AG 2021-09-01
Series:Administrative Sciences
Subjects:
gamification
engagement
companies
brand attitude
marketing
mobile apps
Online Access:https://www.mdpi.com/2076-3387/11/3/92

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