[Emerald] How does gameful experience foster customer engagement and brand advocacy? Consumer insights into branding in e-tail

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journalㄩJournal of Consumer Marketing

AuthorsㄩGarima Malik; Debasis Pradhan

Published dateㄩ2025-2-12

DOIㄩ10.1108/jcm-04-2024-6764

PDF linkㄩhttps://www.emerald.com/insight/ ... -2024-6764/full/xml

Article linkㄩhttps://doi.org/10.1108/jcm-04-2024-6764

Article SourceㄩEmerald


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