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Lê Minh Nhã , Phạm Lê Hồng Nhung

DOI: 10.54404/jts.2026.218v.06

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Ngạc Thị Phương Mai , Nguyễn Hoàng Việt

DOI: 10.54404/jts.2026.db4.06

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Phạm Thị Oanh , Bùi Thị Giang

DOI: 10.54404/jts.2026.db4.10

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Phạm Hùng Cường , Nguyễn Ngọc Bảo Long

DOI: 10.54404/jts.2026.217v.04

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Lê Quân , Trương Thị Huệ

DOI: 10.54404/jts.2026.216v.07

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Nguyễn Nam Phong , Đặng Văn Mỹ , Nguyễn Thanh Hùng

DOI: 10.54404/jts.2026.216v.04

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Trần Quang Huy , Trần Anh Tuấn Kiệt

DOI: 10.54404/jts.2026.216v.02

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The Impact of Gamification on Value Co-creation: The Mediating Role of Customer Experience and Brand Love

Trịnh Thị Hồng Minh , Cao Minh Trí , Bảo Trung

DOI: 10.54404/jts.2026.215v.07

Abstract
Gamification is widely regarded as a positive driver of consumer behavior; however, research on its effects on value co-creation remains limited. To address this gap, this study extends the Stimulus-Organism-Response (S-... Read more