Three items assess the extent to which a player thought about and was intellectually stimulated by a branded product while engaging with it in a game. Adapted from an earlier brand engagement measure, the scale complements an affective engagement subscale from the same paper. Best suited to contexts where the brand plays an integral role in gameplay.
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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