Gotta catch ‘em all: invigorating Pokémon through an innovative brand extension
© 2018 Macmillan Publishers Ltd., part of Springer Nature Despite the success of similar and far more immersive games from lesser known brands, Pokémon Go burst into pop-culture by merging augmented reality technology with the much-adored Pokemon world. The strategy of (re)capturing new and old fans...
| Main Authors: | , , |
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| Format: | Journal Article |
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Palgrave Macmillan
2018
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| Online Access: | http://hdl.handle.net/20.500.11937/69302 |