The effect of gamification marketing activities on brand love with an emphasis on the mediating role of hedonic and utilitarian values

The purpose of this study is to examine the effect of gamification marketing on brand love, with an emphasis on the mediating role of hedonistic and utilitarian values.

The present study is applied in terms of purpose and the data collection method is descriptive-survey. The data are collected using a standard questionnaire whose validity is assessed by face validity and its reliability by Cronbach's alpha coefficient. Furthermore, the covariance-based structural equation modeling approach is used to test the hypotheses. In the research model, a statistical sample including 396 customers of the app application that has a significant and positive effect on hedonic and utilitarian value is used to test the hypotheses in Kerman.

The study's findings indicate that the experience of game-making marketing activities has a significant positive effect on both hedonistic and utilitarian values. On the other hand, hedonistic and utilitarian values have a significant positive effect on brand love. Additionally, hedonistic and utilitarian values play a mediating role in influencing the experience of game-making marketing activities on brand love.

The findings of this study will be useful for more accurately predicting future customer behaviors as well as managing assets and game-making marketing activities. This study theoretically and empirically demonstrates that the experience of game-making marketing actions is effective in explaining the desired behaviors of customers. Therefore, this study extends game-making marketing actions to the context of desirable customer behaviors.