Gamification performance paradox: Exploring the trade-off between performance and brand attitudes

Detalhes bibliográficos
Autor(a) principal: Leão, Tiago Filipe Almeida
Data de Publicação: 2020
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/98818
Resumo: Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
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spelling Gamification performance paradox: Exploring the trade-off between performance and brand attitudesGamificationGoal-settingBrand CongruenceBrand AttitudesDissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing IntelligenceAlthough gamification is often considered as a powerful tool for brands, previous studies show conflic ting findings regarding gamification effectiveness on impacting performance and atitudes. Drawing on goal-setting theory, the current research fills an important gap by exploring how brand-app fit shapes gamifica4on performance and brand aQtudes. In par4cular, Study 1 shows that high (vs. low) brand-app fit improves brand aQtudes, and this underlying process is mediated by brand congruence. Additionally, Study 2 reveals that goal-setting effects on gamification performance and brand attitudes depend on brand-app fit, leading to what we call the gamification performance paradox. When there is high brand-app fit, goal-setting generates higher brand attitudes; however, when the brand-app fit is low, lower gamification performance enables positive brand atitudes. The findings contribute to a deeper understanding of how brand attitudes are generated in gamified contexts, providing directions on how to enable better gamification performance.Pinto, Diego CostaRUNLeão, Tiago Filipe Almeida2023-05-13T00:30:37Z2020-05-132020-05-13T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/98818TID:202484360enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T04:46:02Zoai:run.unl.pt:10362/98818Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:39:04.231560Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Gamification performance paradox: Exploring the trade-off between performance and brand attitudes
title Gamification performance paradox: Exploring the trade-off between performance and brand attitudes
spellingShingle Gamification performance paradox: Exploring the trade-off between performance and brand attitudes
Leão, Tiago Filipe Almeida
Gamification
Goal-setting
Brand Congruence
Brand Attitudes
title_short Gamification performance paradox: Exploring the trade-off between performance and brand attitudes
title_full Gamification performance paradox: Exploring the trade-off between performance and brand attitudes
title_fullStr Gamification performance paradox: Exploring the trade-off between performance and brand attitudes
title_full_unstemmed Gamification performance paradox: Exploring the trade-off between performance and brand attitudes
title_sort Gamification performance paradox: Exploring the trade-off between performance and brand attitudes
author Leão, Tiago Filipe Almeida
author_facet Leão, Tiago Filipe Almeida
author_role author
dc.contributor.none.fl_str_mv Pinto, Diego Costa
RUN
dc.contributor.author.fl_str_mv Leão, Tiago Filipe Almeida
dc.subject.por.fl_str_mv Gamification
Goal-setting
Brand Congruence
Brand Attitudes
topic Gamification
Goal-setting
Brand Congruence
Brand Attitudes
description Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
publishDate 2020
dc.date.none.fl_str_mv 2020-05-13
2020-05-13T00:00:00Z
2023-05-13T00:30:37Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/98818
TID:202484360
url http://hdl.handle.net/10362/98818
identifier_str_mv TID:202484360
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
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collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
repository.mail.fl_str_mv
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