Gaming and luxury brands : love and hate
Alice Guzzetti, Roberta Crespi and Glyn Atwal
| Year of publication: |
2024
|
|---|---|
| Authors: | Guzzetti, Alice ; Crespi, Roberta ; Atwal, Glyn |
| Published in: |
The journal of business strategy. - Bradford : Emerald Group Publ., ISSN 2052-1197, ZDB-ID 2068174-4. - Vol. 45.2024, 3, p. 206-213
|
| Subject: | Anti-consumption | Brand hate | Digital assets | Gamification | Gaming | Luxury brands | Luxusgüter | Luxury goods | Markenführung | Brand management | Markenartikel | Brand | Konsumentenverhalten | Consumer behaviour | Emotion | Markenimage | Brand image | Computerspiel | Video game | Mobile Marketing | Mobile marketing | Spieltheorie | Game theory |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JBS-05-2023-0086 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015056011