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Please use this identifier to cite or link to this item:
http://bura.brunel.ac.uk/handle/2438/17665| Title: | Examining the impact of gamification on intention of engagement and brand attitude in the marketing context |
| Authors: | Yang, Y Asaad, Y Dwivedi, Y |
| Keywords: | Gamification;TAM;Brand attitude;Engagement |
| Issue Date: | 3-Apr-2017 |
| Publisher: | Elsevier |
| Citation: | Yang, Y., Asaad, Y. and Dwivedi, Y. (2017). Examining the impact of gamification on intention of engagement and brand attitude in the marketing context. Computers in Human Behavior, 73, pp.459–469. doi: 10.1016/j.chb.2017.03.066 |
| URI: | http://bura.brunel.ac.uk/handle/2438/17665 |
| DOI: | http://dx.doi.org/10.1016/j.chb.2017.03.066 |
| ISSN: | 0747-5632 |
| Appears in Collections: | Brunel Business School Research Papers |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| FullText.pdf | 459.31 kB | Adobe PDF | View/Open |
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