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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...

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Bibliographic Details
Main Authors:	Butcher, Luke, Tang, Ysobel, Phau, Ian
Format:	Journal Article
Published:	Elsevier 2016
Online Access:	http://hdl.handle.net/20.500.11937/51302

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