Transformative gamification services for social behavior brand equity: A hierarchical model

Afshin Tanouri; Rory Mulcahy; Rebekah Russell-Bennett

doi:10.1108/JSTP-06-2018-0140

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Journal article

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Peer reviewed

Transformative gamification services for social behavior brand equity: A hierarchical model

Afshin Tanouri, Rory Mulcahy and Rebekah Russell-Bennett

Journal of Service Theory and Practice, Vol.29(2), pp.122-141

2019

DOI: https://doi.org/10.1108/JSTP-06-2018-0140

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Abstract

brand equity

gamification

social behavior

transformative services

Purpose: The first aim of this study was to test a hierarchical model with interrelationships between social support, value, and brand equity to examine the effect of a transformative gamification service on users' well-being behaviors. The second aim of the study was to demonstrate the usefulness of brand equity to measure social behavior brands encouraged via transformative gamification services. Design/Methodology/Approach: Data were collected (N=351) via users of a transformative gamification service delivered via mobile in Iran. Structural equation modeling was used to test the model. Findings: The results revealed the hierarchical model had a superior fit to the data over rival models measuring constructs at lower orders. The results also reveal value mediates the relationship between social support and brand equity for a social behavior. Originality and Value: This is the first study to hierarchically test a model for transformative gamification services. Furthermore, it begins to shed light on the antecedents of value created within transformative gamification services, which to date have not been thoroughly explored. Finally, the study demonstrates brand equity is applicable beyond commercial campaigns and services and can be used to measure social (well-being) behaviors.

Details

Title: Transformative gamification services for social behavior brand equity: A hierarchical model
Authors: Afshin Tanouri (Author)
Rory Mulcahy (Author) - University of the Sunshine Coast - USC Business School
Rebekah Russell-Bennett (Author)
Publication details: Journal of Service Theory and Practice, Vol.29(2), pp.122-141
Publisher: Emerald Group Publishing Ltd.
Date published: 2019
DOI: 10.1108/JSTP-06-2018-0140
ISSN: 2055-6225
Copyright note: Copyright (C) 2019. The author accepted version is made available under Creative Commons Attribution Non-commercial International Licence 4.0 (CC BY-NC 4.0). The final definitive version is available at: https://doi.org/10.1108/JSTP-06-2018-0140
Organisation Unit: School of Business and Creative Industries; University of the Sunshine Coast, Queensland; USC Business School - Legacy
Language: English
Record Identifier: 99450751702621
Output Type: Journal article

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Collaboration types: Domestic collaboration; International collaboration
Web Of Science research areas: Business; Management