Pawning n00bs : insights into perceptions of brand extensions of the video game industry
Luke Butcher, Ysobel Tang, Ian Phau
| Year of publication: |
August 2017
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|---|---|
| Authors: | Butcher, Luke ; Tang, Ysobel ; Phau, Ian |
| Published in: |
Australasian marketing journal. - Oxford [u.a.] : Elsevier, ISSN 1320-1646, ZDB-ID 2194257-2. - Vol. 25.2017, 3, p. 215-224
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| Subject: | Gamers | Brand extension | Grounded theory | Identity construction | Fit | Brand equity | Markentransfer | Konsumentenverhalten | Consumer behaviour | Computerspiel | Video game | Markenimage | Brand image | Grounded Theory | Markenführung | Brand management | Computerspieleindustrie | Video game industry | Wahrnehmung | Perception | Markenartikel | Brand |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Notes: | Zusammenfassung in chinesischer Sprache |
| Other identifiers: | 10.1016/j.ausmj.2016.11.008 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011792004