Pawning n00bs: Insights into perceptions of brand extensions of the video game industry
This paper examines gamers' perceptions of video game brand extensions through a grounded-theory qualitative methodology. Results of the focus groups and interviews reveal deep and highly contextual information pertaining to gamer characteristics (discernment and fanaticism) and extension chara...
| Main Authors: | , , |
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| Format: | Journal Article |
| Published: |
Elsevier
2016
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| Online Access: | http://hdl.handle.net/20.500.11937/51302 |