VU, Dinh An; LE, Nhu Anh; PHAN, Huyen Trang; PHAN, Thi Nhi; NGUYEN, Thi Phuong Oanh; TRINH, Dinh Tuan Anh. The Brand Shield: How Brand Equity Moderates the Emotional Backlash of Gamification Failure. International Review of Management and Marketing, [S. l.], v. 16, n. 3, p. 722–728, 2026. DOI: 10.32479/irmm.22677. Disponível em: https://econjournals.com/index.php/irmm/article/view/22677. Acesso em: 31 mar. 2026.