• Creating brand engagement through in-store gamified customer experiences 

      Högberg, Johan; Ramberg, Marcus Olsson; Gustafsson, Anders; Wästlund, Erik (Journal article; Peer reviewed, 2019)
      The purpose of this study is to understand how gamification contributes to customers’ value creation in a retail context and how this value creation relates to brand engagement. The study builds on a field experiment using ...