The Relationship between gamification, brand engagement and brand value from the perspective of customers

Document Type : Quantitative Research Paper


1 1. Assistant Prof., Faculty of Management & Accounting, Allameh tabataba’i University, Tehran, Iran

2 Master of Business Administration, Faculty of Management and Accounting, Allameh Tabatabai University,

3 MSc. Business Management, Molana Institute of Higher Education University, Qazvin, Iran


The purpose of this study is to investigate the relationship between gamification, brand engagement and brand value from the perspective of customers. The present study is applied in terms of purpose and descriptive-analytical in terms of method. The statistical population of the study is the students of Allameh Tabatabai University, Tehran, Tarbiat Modares, Shahid Beheshti and Sharif University of Technology in Tehran, who have purchased at least once from the Digi Kala store and are also members of the Digi Club, which were selected by convenient sampling. Due to the unlimited size of the population, the number of samples was selected through the Cochran's formula for an unlimited sample size of 384 people. A questionnaire was used to collect data. Smart PlS and SPSS software were used to analyze the questionnaire data. The results of hypothesis testing showed that the standard factor load between the variables of gaming and brand conflict was 0.751, which showed a positive relationship between these two variables. The factor load of t-statistic is 4.574, which indicates that the observed correlation is significant; as a result, the main hypothesis of the research is confirmed, meaning that the results confirm the existence of a significant relationship between gamification and brand engagement