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

Trịnh Thị Hồng Minh Trịnh , Cao Minh Trí Cao , Trung Bảo

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