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 |
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