From a role-playing game (RPG) to abrand : strategic implications from an over-two-decade case
Year of publication: |
2024
|
---|---|
Authors: | Au, Cheuk Hang ; Chou, Chih-Yuan ; Ho, Kevin K. W. |
Published in: |
Journal of organizational computing and electronic commerce. - New York, NY : Routledge, Taylor and Francis Group, ISSN 1532-7744, ZDB-ID 2008078-5. - Vol. 34.2024, 3, p. 190-212
|
Subject: | brand extensions | Case study | netnography | role-playing games (RPGs) | Spieltheorie | Game theory | Markentransfer | Brand extension | Markenführung | Brand management |
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