Four items measure the positive affect experienced when dealing with a branded product that is integral to a game. Adapted from an earlier brand engagement measure, the scale is best suited to contexts where the brand is central to the gameplay rather than incidental. Used across three MTurk studies.
Berger, A., Schlager, T., Sprott, D. E., & Herrmann, A. (2018). Gamified interactions: Whether, when, and how games facilitate self–brand connections. Journal of the Academy of Marketing Science, 46(4), 652–673.
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