id	author	title	date	pages	extension	mime	words	sentence	flesch	summary	cache	txt
ajis02-3105	Sangroya, Deepak; Yadav, Rambalak; Joshi, Yatish	Does gamified interaction build a strong consumer-brand connection? A study of mobile applications	2021	23	.pdf	application/pdf	10819	697	49	Keywords: Gamification; Smartphone applications; Flow; Consumer brand engagement; Brand usage intent; Self-Brand connection 1 Introduction Brands share a common belief that building compelling and interactive consumer experiences are critical for developing successful marketing strategies (e.g. Brakus, Schmitt & Zarantonello, 2009) and attaining long term competitive advantage (Prahalad & Ramswamy, 2004). This characterizes the challenge of generating consumer brand engagement (Kumar & Pansari, 2016; Venkatesan 2017).	cache/ajis02-3105.pdf	txt/ajis02-3105.txt