Boosting Brand Engagement and Loyalty through Gamified Loyalty Programmes
La gamificación se presenta como una estrategia para aumentar la efectividad de los programas de lealtad tradicionales a través de un mayor compromiso. Este estudio analiza cómo el compromiso con los programas de lealtad gamificados aumenta el compromiso y la lealtad de marca. A partir de datos de u...
Gespeichert in:
| Veröffentlicht in: | UCJC business and society review 2022-10 (75), p.144-181 |
|---|---|
| Hauptverfasser: | , , |
| Format: | Artikel |
| Sprache: | eng ; spa |
| Schlagworte: | |
| Online-Zugang: | Volltext |
| Tags: |
Tag hinzufügen
Keine Tags, Fügen Sie den ersten Tag hinzu!
|
| container_end_page | 181 |
|---|---|
| container_issue | 75 |
| container_start_page | 144 |
| container_title | UCJC business and society review |
| container_volume | |
| creator | Areas, Paula Bitrián Gil, Sara Catalán Moreno, Júlia Marchan |
| description | La gamificación se presenta como una estrategia para aumentar la efectividad de los programas de lealtad tradicionales a través de un mayor compromiso. Este estudio analiza cómo el compromiso con los programas de lealtad gamificados aumenta el compromiso y la lealtad de marca. A partir de datos de usuarios del programa de lealtad gamificado MyMcDonald's Rewards, los resultados mostraron que el compromiso con el programa aumenta el compromiso con la marca y éste aumenta la lealtad de marca, la cuota de compra y la cuota de presupuesto dedicados a dicha marca. |
| doi_str_mv | 10.3232/UBR.2022.V19.N4.04 |
| format | Article |
| fullrecord | <record><control><sourceid>proquest</sourceid><recordid>TN_cdi_proquest_journals_2866494012</recordid><sourceformat>XML</sourceformat><sourcesystem>PC</sourcesystem><sourcerecordid>2866494012</sourcerecordid><originalsourceid>FETCH-LOGICAL-c162t-ce64b9ee0db4c4c7450220250ceb5e86c9324c09e6cc652b2ebc5fa40e08b8bb3</originalsourceid><addsrcrecordid>eNpFjlFLwzAUhYMgOOb-gE8Fn1tvbpOsebRjzsFQEefrSLLbrmNtNGkf9u_tUPDpcDjwnY-xOw5Zjjk-bMv3DAEx--Q6exEZiCs2QSV1muMcbtgsxiMAoOS8QJiwdel97JuuTspgun2y7GpTU0tdn1zqxp_NqT8n_SH4oT4kK9M2VUP_w1vwdTBtS_GWXVfmFGn2l1O2fVp-LJ7TzetqvXjcpI4r7FNHSlhNBHsrnHBzIUfb0QccWUmFcjpH4UCTck5JtEjWycoIIChsYW0-Zfe_3K_gvweK_e7oh9CNlzsslBJaAMf8B5krTqc</addsrcrecordid><sourcetype>Aggregation Database</sourcetype><iscdi>true</iscdi><recordtype>article</recordtype><pqid>2866494012</pqid></control><display><type>article</type><title>Boosting Brand Engagement and Loyalty through Gamified Loyalty Programmes</title><source>DOAJ Directory of Open Access Journals</source><source>EBSCOhost Business Source Complete</source><creator>Areas, Paula Bitrián ; Gil, Sara Catalán ; Moreno, Júlia Marchan</creator><creatorcontrib>Areas, Paula Bitrián ; Gil, Sara Catalán ; Moreno, Júlia Marchan</creatorcontrib><description>La gamificación se presenta como una estrategia para aumentar la efectividad de los programas de lealtad tradicionales a través de un mayor compromiso. Este estudio analiza cómo el compromiso con los programas de lealtad gamificados aumenta el compromiso y la lealtad de marca. A partir de datos de usuarios del programa de lealtad gamificado MyMcDonald's Rewards, los resultados mostraron que el compromiso con el programa aumenta el compromiso con la marca y éste aumenta la lealtad de marca, la cuota de compra y la cuota de presupuesto dedicados a dicha marca.</description><identifier>EISSN: 2659-3270</identifier><identifier>DOI: 10.3232/UBR.2022.V19.N4.04</identifier><language>eng ; spa</language><publisher>Madrid: Universidad Camilo Jose Cela</publisher><subject>Brand loyalty ; Customers ; Frequent flier programs ; Games ; Gamification ; Loyalty ; Loyalty programs ; Marketing ; Purchasing ; Rewards ; Stamps</subject><ispartof>UCJC business and society review, 2022-10 (75), p.144-181</ispartof><rights>2022. This work is published under https://www.jdb.uzh.ch/id/eprint/27834/ (the “License”). Notwithstanding the ProQuest Terms and Conditions, you may use this content in accordance with the terms of the License.</rights><lds50>peer_reviewed</lds50><oa>free_for_read</oa><woscitedreferencessubscribed>false</woscitedreferencessubscribed><citedby>FETCH-LOGICAL-c162t-ce64b9ee0db4c4c7450220250ceb5e86c9324c09e6cc652b2ebc5fa40e08b8bb3</citedby></display><links><openurl>$$Topenurl_article</openurl><openurlfulltext>$$Topenurlfull_article</openurlfulltext><thumbnail>$$Tsyndetics_thumb_exl</thumbnail><link.rule.ids>314,776,780,860,27901,27902</link.rule.ids></links><search><creatorcontrib>Areas, Paula Bitrián</creatorcontrib><creatorcontrib>Gil, Sara Catalán</creatorcontrib><creatorcontrib>Moreno, Júlia Marchan</creatorcontrib><title>Boosting Brand Engagement and Loyalty through Gamified Loyalty Programmes</title><title>UCJC business and society review</title><description>La gamificación se presenta como una estrategia para aumentar la efectividad de los programas de lealtad tradicionales a través de un mayor compromiso. Este estudio analiza cómo el compromiso con los programas de lealtad gamificados aumenta el compromiso y la lealtad de marca. A partir de datos de usuarios del programa de lealtad gamificado MyMcDonald's Rewards, los resultados mostraron que el compromiso con el programa aumenta el compromiso con la marca y éste aumenta la lealtad de marca, la cuota de compra y la cuota de presupuesto dedicados a dicha marca.</description><subject>Brand loyalty</subject><subject>Customers</subject><subject>Frequent flier programs</subject><subject>Games</subject><subject>Gamification</subject><subject>Loyalty</subject><subject>Loyalty programs</subject><subject>Marketing</subject><subject>Purchasing</subject><subject>Rewards</subject><subject>Stamps</subject><issn>2659-3270</issn><fulltext>true</fulltext><rsrctype>article</rsrctype><creationdate>2022</creationdate><recordtype>article</recordtype><sourceid>BENPR</sourceid><recordid>eNpFjlFLwzAUhYMgOOb-gE8Fn1tvbpOsebRjzsFQEefrSLLbrmNtNGkf9u_tUPDpcDjwnY-xOw5Zjjk-bMv3DAEx--Q6exEZiCs2QSV1muMcbtgsxiMAoOS8QJiwdel97JuuTspgun2y7GpTU0tdn1zqxp_NqT8n_SH4oT4kK9M2VUP_w1vwdTBtS_GWXVfmFGn2l1O2fVp-LJ7TzetqvXjcpI4r7FNHSlhNBHsrnHBzIUfb0QccWUmFcjpH4UCTck5JtEjWycoIIChsYW0-Zfe_3K_gvweK_e7oh9CNlzsslBJaAMf8B5krTqc</recordid><startdate>20221001</startdate><enddate>20221001</enddate><creator>Areas, Paula Bitrián</creator><creator>Gil, Sara Catalán</creator><creator>Moreno, Júlia Marchan</creator><general>Universidad Camilo Jose Cela</general><scope>0U~</scope><scope>1-H</scope><scope>3V.</scope><scope>7WY</scope><scope>7WZ</scope><scope>7XB</scope><scope>87Z</scope><scope>885</scope><scope>8BJ</scope><scope>8FK</scope><scope>8FL</scope><scope>ABUWG</scope><scope>AFKRA</scope><scope>ANIOZ</scope><scope>AZQEC</scope><scope>BENPR</scope><scope>BEZIV</scope><scope>CCPQU</scope><scope>CLZPN</scope><scope>DWQXO</scope><scope>FQK</scope><scope>FRAZJ</scope><scope>FRNLG</scope><scope>F~G</scope><scope>JBE</scope><scope>K60</scope><scope>K6~</scope><scope>L.-</scope><scope>L.0</scope><scope>M0C</scope><scope>M1F</scope><scope>PIMPY</scope><scope>PQBIZ</scope><scope>PQBZA</scope><scope>PQEST</scope><scope>PQQKQ</scope><scope>PQUKI</scope><scope>PYYUZ</scope><scope>Q9U</scope></search><sort><creationdate>20221001</creationdate><title>Boosting Brand Engagement and Loyalty through Gamified Loyalty Programmes</title><author>Areas, Paula Bitrián ; Gil, Sara Catalán ; Moreno, Júlia Marchan</author></sort><facets><frbrtype>5</frbrtype><frbrgroupid>cdi_FETCH-LOGICAL-c162t-ce64b9ee0db4c4c7450220250ceb5e86c9324c09e6cc652b2ebc5fa40e08b8bb3</frbrgroupid><rsrctype>articles</rsrctype><prefilter>articles</prefilter><language>eng ; spa</language><creationdate>2022</creationdate><topic>Brand loyalty</topic><topic>Customers</topic><topic>Frequent flier programs</topic><topic>Games</topic><topic>Gamification</topic><topic>Loyalty</topic><topic>Loyalty programs</topic><topic>Marketing</topic><topic>Purchasing</topic><topic>Rewards</topic><topic>Stamps</topic><toplevel>peer_reviewed</toplevel><toplevel>online_resources</toplevel><creatorcontrib>Areas, Paula Bitrián</creatorcontrib><creatorcontrib>Gil, Sara Catalán</creatorcontrib><creatorcontrib>Moreno, Júlia Marchan</creatorcontrib><collection>Global News & ABI/Inform Professional</collection><collection>Trade PRO</collection><collection>ProQuest Central (Corporate)</collection><collection>ABI/INFORM Collection</collection><collection>ABI/INFORM Global (PDF only)</collection><collection>ProQuest Central (purchase pre-March 2016)</collection><collection>ABI/INFORM Global (Alumni Edition)</collection><collection>Banking Information Database (Alumni Edition)</collection><collection>International Bibliography of the Social Sciences (IBSS)</collection><collection>ProQuest Central (Alumni) (purchase pre-March 2016)</collection><collection>ABI/INFORM Collection (Alumni Edition)</collection><collection>ProQuest Central (Alumni Edition)</collection><collection>ProQuest Central UK/Ireland</collection><collection>Accounting, Tax & Banking Collection</collection><collection>ProQuest Central Essentials</collection><collection>ProQuest Central</collection><collection>Business Premium Collection</collection><collection>ProQuest One Community College</collection><collection>Latin America & Iberia Database</collection><collection>ProQuest Central Korea</collection><collection>International Bibliography of the Social Sciences</collection><collection>Accounting, Tax & Banking Collection (Alumni)</collection><collection>Business Premium Collection (Alumni)</collection><collection>ABI/INFORM Global (Corporate)</collection><collection>International Bibliography of the Social Sciences</collection><collection>ProQuest Business Collection (Alumni Edition)</collection><collection>ProQuest Business Collection</collection><collection>ABI/INFORM Professional Advanced</collection><collection>ABI/INFORM Professional Standard</collection><collection>ABI/INFORM Global</collection><collection>Banking Information Database</collection><collection>Publicly Available Content Database</collection><collection>ProQuest One Business</collection><collection>ProQuest One Business (Alumni)</collection><collection>ProQuest One Academic Eastern Edition (DO NOT USE)</collection><collection>ProQuest One Academic</collection><collection>ProQuest One Academic UKI Edition</collection><collection>ABI/INFORM Collection China</collection><collection>ProQuest Central Basic</collection><jtitle>UCJC business and society review</jtitle></facets><delivery><delcategory>Remote Search Resource</delcategory><fulltext>fulltext</fulltext></delivery><addata><au>Areas, Paula Bitrián</au><au>Gil, Sara Catalán</au><au>Moreno, Júlia Marchan</au><format>journal</format><genre>article</genre><ristype>JOUR</ristype><atitle>Boosting Brand Engagement and Loyalty through Gamified Loyalty Programmes</atitle><jtitle>UCJC business and society review</jtitle><date>2022-10-01</date><risdate>2022</risdate><issue>75</issue><spage>144</spage><epage>181</epage><pages>144-181</pages><eissn>2659-3270</eissn><abstract>La gamificación se presenta como una estrategia para aumentar la efectividad de los programas de lealtad tradicionales a través de un mayor compromiso. Este estudio analiza cómo el compromiso con los programas de lealtad gamificados aumenta el compromiso y la lealtad de marca. A partir de datos de usuarios del programa de lealtad gamificado MyMcDonald's Rewards, los resultados mostraron que el compromiso con el programa aumenta el compromiso con la marca y éste aumenta la lealtad de marca, la cuota de compra y la cuota de presupuesto dedicados a dicha marca.</abstract><cop>Madrid</cop><pub>Universidad Camilo Jose Cela</pub><doi>10.3232/UBR.2022.V19.N4.04</doi><tpages>38</tpages><oa>free_for_read</oa></addata></record> |
| fulltext | fulltext |
| identifier | EISSN: 2659-3270 |
| ispartof | UCJC business and society review, 2022-10 (75), p.144-181 |
| issn | 2659-3270 |
| language | eng ; spa |
| recordid | cdi_proquest_journals_2866494012 |
| source | DOAJ Directory of Open Access Journals; EBSCOhost Business Source Complete |
| subjects | Brand loyalty Customers Frequent flier programs Games Gamification Loyalty Loyalty programs Marketing Purchasing Rewards Stamps |
| title | Boosting Brand Engagement and Loyalty through Gamified Loyalty Programmes |
| url | https://sfx.bib-bvb.de/sfx_tum?ctx_ver=Z39.88-2004&ctx_enc=info:ofi/enc:UTF-8&ctx_tim=2025-01-28T20%3A26%3A29IST&url_ver=Z39.88-2004&url_ctx_fmt=infofi/fmt:kev:mtx:ctx&rfr_id=info:sid/primo.exlibrisgroup.com:primo3-Article-proquest&rft_val_fmt=info:ofi/fmt:kev:mtx:journal&rft.genre=article&rft.atitle=Boosting%20Brand%20Engagement%20and%20Loyalty%20through%20Gamified%20Loyalty%20Programmes&rft.jtitle=UCJC%20business%20and%20society%20review&rft.au=Areas,%20Paula%20Bitri%C3%A1n&rft.date=2022-10-01&rft.issue=75&rft.spage=144&rft.epage=181&rft.pages=144-181&rft.eissn=2659-3270&rft_id=info:doi/10.3232/UBR.2022.V19.N4.04&rft_dat=%3Cproquest%3E2866494012%3C/proquest%3E%3Curl%3E%3C/url%3E&disable_directlink=true&sfx.directlink=off&sfx.report_link=0&rft_id=info:oai/&rft_pqid=2866494012&rft_id=info:pmid/&rfr_iscdi=true |