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EMAC 2022 Annual

The impact of Gamex on brand loyalty and the intention to use: The mediating role of customer brand engagement

Published: May 24, 2022


Salma Habachi, IQS School of Management/Universitat Ramon Llull; Ramon Palau-Saumell, IQS School of Management Barcelona; Jorge Matute Vallejo, IQS School of Management, URL


This study aims to investigate the influence of the gameful experience on customer-related outcomes in the context of branded fitness applications. Specifically, it analyses the mediating role of customer brand engagement (CBE) between the gameful experience (Gamex), brand loyalty and the intention to use. This research also probes the moderating effect of self-image congruity (SIC) on the previous constructs. A quantitative study with data from 436 users of fitness apps showed that CBE fully mediates the relationship between Gamex and loyalty, whereas it partially mediates the link between Gamex and intention to use. Additionally, the findings show that Gamex has a stronger effect on CBE for the consumers with low SIC while for those with high SIC, it has a stronger impact on their intention to use. The study contributes to the academia by developing a model analysing the direct relations between the gameful experience and behavioural outcomes, mediated by CBE and moderated by SIC.