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Effect of achievement-related gamification on brand attachment

Congcong Yang (School of Economics and Management, Dongguan University of Technology, Dongguan, China)
Pianpian Yang (Marketing, Shenzhen University, Shenzhen, China)
Yuanyue Feng (Management Science, Shenzhen University, Shenzhen, China)

Industrial Management & Data Systems

ISSN: 0263-5577

Article publication date: 17 November 2021

Issue publication date: 3 January 2022

1066

Abstract

Purpose

This research draws on self-determination theory and self-construal theory to investigate the effects of achievement-related gamification features on customers' brand attachment in online brand communities.

Design/methodology/approach

Survey data (N = 523) were collected from customers of typical gamified online brand communities. The research model was examined with structural equation modeling using SmartPLS 3.2.

Findings

Achievement-related gamification features positively affect customers' brand attachment via the intrinsic motives of autonomy, competence and relatedness, but not extrinsic motives. Relatedness motive exerts the strongest mediating effect between achievement-related gamification features and brand attachment, followed by competence and autonomy. Moreover, interdependent self-construal positively moderates the effects of achievement-related gamification features on intrinsic (autonomy, competence and relatedness) and extrinsic motives.

Originality/value

Theoretically, this study contributes to the brand marketing literature by identifying gamification as a new antecedent for brand attachment. It also contributes to the gamification literature by demonstrating that achievement-related gamification features strengthen brand attachment via intrinsic motives but not extrinsic motives in the specific context of the online brand community. Meanwhile, the relatedness motive exerts the strongest mediating effect between achievement-related gamification features and brand attachment, followed by competence and autonomy. Moreover, this research provides the first empirical evidence that interdependent self-construal moderates the effects of achievement-related gamification features on intrinsic and extrinsic motives. Practically, managers can learn from the results that achievement-related gamification features should be designed to foster customers' intrinsic motives and brand attachment, especially those high in interdependent self-construal levels.

Keywords

Acknowledgements

This research was partially supported by the National Natural Science Foundation of China (Project No. 71702111, 71602122, 71832015), the Guangdong Basic and Applied Basic Research Foundation (Project No. 2019A1515110805), the Philosophy and Social Sciences Planning Project of Guangdong Province (Project No. GD21CGL30), the Young Innovative Talents Projects (Humanities and Social Sciences) from the Education Bureau of Guangdong Province (Project No. 2017WQNCX142) and the Young Innovative Research Group Projects of Dongguan University of Technology (Project No. TDQN2019013).

Citation

Yang, C., Yang, P. and Feng, Y. (2022), "Effect of achievement-related gamification on brand attachment", Industrial Management & Data Systems, Vol. 122 No. 1, pp. 251-271. https://doi.org/10.1108/IMDS-02-2021-0088

Publisher

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Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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