infonet-economy

Many companies do it: they let their employees play - with small plastic bricks, tokens, memory cards or board games. Practice and anecdotal evidence suggests that brand games work, because they are fun and motivate customer-contact employees to live the brand. The purpose of this paper is to investigate if a brand and its underlying values can be communicated effectively through the use of brand games. Drawing on flow theory and research on social interaction the reported field experiment demonstrates that brand games can lead to more favorable evaluations of the brand and higher levels of positive affect toward the brand compared to an expository representation.