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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...

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Bibliographic Details
Main Authors:	Butcher, Luke, Sung, Billy, Raynes-Goldie, K.
Format:	Journal Article
Published:	Palgrave Macmillan 2018
Online Access:	http://hdl.handle.net/20.500.11937/69302

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