Gamification Strategies for Enhancing Brand Loyalty: A Literature Review and Research Agenda

Abstract: In today's highly competitive marketplace, building brand loyalty has become crucial for companies looking for sustainable success. A gamification is an innovative approach that applies game concepts to non-game situations and has drawn much attention as a potent tool to engage customers and strengthen brand loyalty. This article overviews the research on gamification tactics and how they affect building sustainable brand loyalty. This study aimed to find out the gaps in the existing body of knowledge by consolidating existing works and identified that there is a contradiction between the researchers claiming the efficacy of gamification tactics and no proper remedies were suggested for overcoming the identified inefficiency of gamification strategies so that they might boost brand loyalty. Keywords: Gamification, Brand Loyalty, Customer Engagement, Customer satisfaction, Customer attitude, Customer emotion, Customer Retention