The purpose of the study was to establish the extent to which brand consciousness and brand distinctiveness influence customer purchase decisions. The thrust was on interrogating whether there were any symbiotic relations between luxury beauty products’ brand consciousness, brand...

Gamification involves integrating game mechanics into non-game environments such as business intranets, online communities, websites, and learning management systems to boost participation. Its aim is to actively engage employees, customers, and other stakeholders, fostering collaboration,...