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Transformative gamification services for social behavior brand equity: a hierarchical model

Afshin Tanouri (Department of Management, Marketing and Entrepreneurship, School of Business and Law, University of Canterbury, Christchurch, New Zealand)
Rory Mulcahy (School of Business, University of the Sunshine Coast, Sunshine Coast, Australia)
Rebekah Russell-Bennett (School of Advertising, Marketing and Public Relations, Queensland University of Technology, Brisbane, Australia)

Journal of Service Theory and Practice

ISSN: 2055-6225

Article publication date: 30 May 2019

Issue publication date: 21 August 2019




The purpose of this paper is twofold: first, to test a hierarchical model with interrelationships between social support, value and brand equity to examine the effect of a transformative gamification service on users’ well-being behaviors; and second, to demonstrate the usefulness of brand equity to measure social behavior brands encouraged via transformative gamification services.


Data were collected (n=351) via users of a transformative gamification service delivered via mobile in Iran. Structural equation modeling was used to test the model.


The results revealed that the hierarchical model had a superior fit to the data over rival models measuring constructs at lower orders. The results also reveal that value mediates the relationship between social support and brand equity for social behavior.


This is the first study to hierarchically test a model for transformative gamification services. Furthermore, it begins to shed light on the antecedents of value created within transformative gamification services, which to date have not been thoroughly explored. Finally, the study demonstrates brand equity is applicable beyond commercial campaigns and services and can be used to measure social (well-being) behaviors.



Tanouri, A., Mulcahy, R. and Russell-Bennett, R. (2019), "Transformative gamification services for social behavior brand equity: a hierarchical model", Journal of Service Theory and Practice, Vol. 29 No. 2, pp. 122-141.



Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited

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