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

Stuart Barnes, Jan Mattsson

Research output: Contribution to journal › Article › peer-review

35 Citations (Scopus)

Original language	English
Pages (from-to)	934-958
Number of pages	25
Journal	Journal of Marketing Management
Volume	27
Issue number	9-10
DOIs	https://doi.org/10.1080/0267257X.2011.565686
Publication status	Published - 2011

Keywords

@article{37d3fa094e944007aa8e7e05e7cafd0d,

title = "Exploring the fit of real brands in the Second Life virtual world",

keywords = "Brand, Fit, Partial lease squares, Real life, Second Life, Virtual worlds",

author = "Stuart Barnes and Jan Mattsson",

year = "2011",

doi = "10.1080/0267257X.2011.565686",

language = "English",

volume = "27",

pages = "934--958",

journal = "Journal of Marketing Management",

issn = "0267-257X",

publisher = "Taylor and Francis",

number = "9-10",

}

TY - JOUR

T1 - Exploring the fit of real brands in the Second Life virtual world

AU - Barnes, Stuart

AU - Mattsson, Jan

PY - 2011

Y1 - 2011

KW - Brand

KW - Fit

KW - Partial lease squares

KW - Real life

KW - Second Life

KW - Virtual worlds

U2 - 10.1080/0267257X.2011.565686

DO - 10.1080/0267257X.2011.565686

M3 - Article

VL - 27

SP - 934

EP - 958

JO - Journal of Marketing Management

JF - Journal of Marketing Management

SN - 0267-257X

IS - 9-10

ER -