Does Reward Gamification Drive Brand Relationship Quality?: An Experimental Approach

Abstract

This study examines the impact of reward gamification on brand relationship quality (BRQ) in the mobile banking (m-banking) context. The study also examines the mediating effect of brand engagement and how the effect varies at different levels of personal innovativeness. A scenario-based experimental design was used to examine the effect of reward gamification on BRQ. Data were collected from 259 m-banking users to examine the proposed hypotheses. The findings suggest that gamification has a significant impact on BRQ. This study contributes to the emerging gamification and m-banking literature and helps banks design gamified rewards programs to enhance BRQ.

Keywords:

• Gamification
• mobile banking
• brand relationship quality
• personal innovativeness
• brand engagement

Disclosure statement

No potential conflict of interest was reported by the authors.