The impact of gamification dimentions on brand loyalty-Analysis of the mediation role of engagement and customer transformative value -Applied Study

The study aims to know the impact of gamification dimensions (Usefulness, Ease of use, enjoyment, Playfulness, Recognition, Social influence) as one of the modern tools in activating sales on brand loyalty by mediating both customer engagement and customer transformative value, by applying to a sample of 324 students from Egyptian public universities representing customers of a group of brands, namely McDonald's, Adidas, Coca-cola, Nike, Pepsi, Starbucks.Using the structural equation model available in the package of statistical analysis methods (AMOS Ver.21) in statistical analysis. Nine hypotheses were tested, and the results proved a significant effect of the dimensions of gamification and customer loyalty to brands, and a partially positive significant effect of the engagement  as a mediating variable in the relationship between gamification and loyalty, and proving the existence of a positive significant effect of the transformative value as a mediating variable in the relationship between gamification and loyalty.Aset of recommendations has been suggested based on the results that have been reached, including the need to pay attention to owners of brands with the  gamification as a modern tool that has a significant impact on customer engagement, creating transformative value for him, and customer loyalty to the brand.