Exploring the fit of real brands in the Second Life virtual world

Stuart Barnes, Jan Mattsson

Research output: Contribution to journalArticlepeer-review

21 Citations (Scopus)
Original languageEnglish
Pages (from-to)934-958
Number of pages25
JournalJournal of Marketing Management
Volume27
Issue number9-10
DOIs
Publication statusPublished - 2011

Keywords

  • Brand
  • Fit
  • Partial lease squares
  • Real life
  • Second Life
  • Virtual worlds

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