[Taylor&Francis] Optimal or Overload? Immersive Gamification and Co-Creation Effects onSustained Brand Behavior in Sports & Fitness Brands: A Mixed-Method Approach

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journalㄩJournal of Global Marketing

AuthorsㄩP. K. Lubna; T. Mohamed Nishad; Niyaz Panakaje; S. M. Riha Parvin

Published dateㄩ--

DOIㄩ10.1080/08911762.2025.2611966

PDF linkㄩhttps://www.tandfonline.com/doi/pdf/10.1080/08911762.2025.2611966

Article linkㄩhttps://doi.org/10.1080/08911762.2025.2611966

Article SourceㄩInforma UK Limited


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