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

Stuart Barnes, Jan Mattsson

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

38 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

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

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AU - Mattsson, Jan

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KW - Virtual worlds

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