Brand extension evaluation : real world and virtual world
Year of publication: |
2014
|
---|---|
Authors: | Raamatjam, Jayasankar ; Purani, Keyoor |
Published in: |
The journal of product & brand management. - Bradford : Emerald, ISSN 1061-0421, ZDB-ID 1216417-3. - Vol. 23.2014, 7, p. 504-515
|
Subject: | Consumer attitudes | Avatars | Brand extension | Virtual world | Markentransfer | Virtuelle Realität | Virtual reality | Konsumentenverhalten | Consumer behaviour | Social Web | Social web | Markenimage | Brand image | Computerspiel | Video game | Markenführung | Brand management |
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