Abstract
The relationship between customers and brands is undergoing a radical change due to the effects of technology. As a result of this change, especially gamification and consumer engagement as the two fundamental issues leading to the consumer relations of the brands. The most important feature of gamification is balancing a rational purpose with an enjoyable experience; therefore, it has a dual effect of being both hedonic and utilitarian. Results show, almost all utilitarian/hedonic motivations affect consumer engagement positively. Where consumer engagement and brand outcomes were found to be partially related, results indicated that the brand relationship with consumers had been approached from a different perspective. Consumers can engage in the activities of brands while also showing commitment to them, however, this may not necessarily result in either brand loyalty or dissemination of the brand's positive messages.
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