Gotta catch 'em all : invigorating Pokémon through an innovative brand extension
Luke Butcher, Billy Sung, Kate Raynes-Goldie
| Year of publication: |
2019
|
|---|---|
| Authors: | Butcher, Luke ; Sung, Billy ; Raynes-Goldie, Kate |
| Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1350-231X, ZDB-ID 2098132-6. - Vol. 26.2019, 3, p. 227-239
|
| Subject: | Innovation | Brand extension | Augmented reality | Authenticity | Nostalgia | Markentransfer | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1057/s41262-018-0120-6 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012060063