Gamified package: Consumer insights into multidimensional brand engagement

Henna Syrjälä,Hannele Kauppinen-Räisänen,Harri T. Luomala,Tapani N. Joelsson,Kaisa Könnölä,Tuomas Mäkilä

Journal of Business Research（2020）

引用 23|浏览4

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摘要

•Gamification and consumer brand engagement are multi-dimensionally interconnected.•Gamified packaging provides functional, hedonic, social, and educational benefits.•Gamified package enable brands to interact with consumers in their everyday lives.•Food packaging enables suggesting consumer-driven innovations to gamification.

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关键词

Gamification,Consumer brand engagement,Consumer benefits,Packaging,Food,Internet-mediated group interviews

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