Examining the relationship between intentions to engage in gamification branding and attitude toward the brand

200 The development of multiple applications with features of digital games brings about a new trend called Gamification. Besides, the Technology Acceptance Model (TAM) also represents an important theoretical tool toward understanding the usage of a specific technology, system or service. Since no clear practical explanation that allows the connection of gamification with non-game context, especially with branding, has been figured out and the inner-relationship between gamification and users’ behavior or attitude change has been explored, a model and 11 propositions has been established in this study is to investigate and identify the determinants of the acceptance of gamfication branding process based on TAM with perceived enjoyment and perceived socialness as additional variables and further explore the relationship between the customers’ intention to engage in the branding process and the attitude toward that brand. In addition, to contribute to the market segmentation in branding strategies, social value orientation is made as the differentiator for the customers in the research.