Browsing Volumen 23. Número 2 (2023) by Title

Now showing items 6-7 of 7

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      The motivational power of mobile gamified exercise apps 

      Bitrián, Paula; Buil, Isabel; Catalán, Sara (Instituto de Economía Aplicada a la Empresa (Universidad del País Vasco UPV/EHU), 2023-05-31)
      [EN] This study analyses how gamification motivates users of gamified mobile exercise apps and enhances their health.Data from 276 Fitbit users were analysed using structural equation modelling. The findings showed that ...
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      The Role of Perceived Quality and Customer Self-Incongruence on Customer-Brand Disidentification 

      Saavedra Torres, Jose L.; Bhattarai, Ashok; Rawal, Monika; Upadhyaya Subedi, Bhaskar (Instituto de Economía Aplicada a la Empresa (Universidad del País Vasco UPV/EHU), 2023-05-31)
      [EN] Previous research in customer-brand relationships has found brand disidentification as one of the reasons for customers turning against brands. However, there is not much clarity on the antecedents of brand ...