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Gamification is a research subject emerging in the areas of education, business management, marketing, public relations, health, sustainability, computer science, and tourism. Gamification practices are researched within brand management context, especially in brand loyalty context. However, literature is missing the link between gamification and brand loyalty. In this study, gamification characteristics and proneness to brand loyalty are researched to enlighten the relationship. To test this relationship in the research model, attitudinal perceptions of a sample of 376 university students are researched using structural equation modeling. Results suggest that not all gamification characteristics effects brand loyalty, but only one. Brand managers can benefit from the statistically significant gamification characteristics and brand loyalty relationship, as well as not significant relationships. The findings of this study can permit future studies researching the link between gamification and brand loyalty. [ABSTRACT FROM AUTHOR]