Advances in and increased access to mobile technology have prompted businesses to embrace gamified applications, particularly to enhance customer engagement. Thus, it is important to highlight not only the antecedents and consequences of customer engagement but also the critical role of gamification. This study aims to examine the causal relationships among brand identification, self-expressiveness, brand love, gamification, customer engagement, brand experience, and repurchase intention in the context of Nike Run Club, a gamified running app available at the Apple and Google Play stores. It also explores the mediating effect of consumer engagement on the association that brand love and gamification have with brand experience and repurchase intention. Additionally, it analyzes the moderating effects of gamification on the relationship between brand love and customer engagement. The hypotheses are empirically tested by analyzing data collected from 526 respondents on a Nike Run Club app. Results confirm that both brand identification and self-expressiveness significantly and positively influence brand love, which in turn significantly and positively affects customer engagement and, subsequently, brand experience and repurchase intention. Further, this study demonstrates that customer engagement acts as a mediator to improve brand experience and to motivate the customer to repurchase the brand. In addition to showing the impact of gamification on brand love, brand experience, and repurchase intention, this study reveals the moderating effect of gamification on the relationship between brand love and customer engagement. These findings offer deeper insights into brand identification, self-expressiveness, and gamification as significant influencing factors, which can be helpful to brand managers in enhancing brand love and customer engagement. Additionally, this study demonstrates that gamification is the most effective approach to increasing brand love, strengthening customer engagement, and improving brand experiences and repurchase intention.

移动技术的进步和使用范围的增加促使企业采用游戏化应用程序，特别是为了提高客户参与度。因此，重要的是不仅要强调客户参与的前因和后果，还要强调游戏化的关键作用。本研究旨在检验Nike Run Club（一款在 Apple 和 Google Play 商店提供的游戏化跑步应用程序）背景下，品牌识别、自我表达、品牌喜爱、游戏化、客户参与度、品牌体验和重复购买意愿之间的因果关系。它还探讨了消费者参与度对品牌喜爱和游戏化与品牌体验和重复购买意愿之间的关联的中介作用。此外，它还分析了游戏化对品牌喜爱度和客户参与度之间关系的调节作用。通过分析 Nike Run Club 应用程序上 526 名受访者收集的数据，对这些假设进行了实证检验。结果证实，品牌识别和自我表达对品牌喜爱度有显着且积极的影响，这反过来又会显着地、积极地影响客户参与度，进而影响品牌体验和重复购买意愿。此外，这项研究表明，客户参与可以作为改善品牌体验并激励客户重新购买品牌的中介因素。除了展示游戏化对品牌喜爱、品牌体验和重复购买意愿的影响外，本研究还揭示了游戏化对品牌喜爱和客户参与度之间关系的调节作用。这些发现为品牌识别、自我表达和游戏化等重要影响因素提供了更深入的见解，这有助于品牌经理增强品牌喜爱度和客户参与度。此外，