| Title: | Can Pokémon GO catch brands? The fit effect of game characters and brands on efficacy of brand communications; |
|---|---|
| Authors and Corporations: | , , |
| In: | Journal of Marketing Communications, 25, 2019, 6, p. 645-660 |
| published: |
Informa UK Limited
|
| Media Type: | Article, E-Article |
| Physical Description: | 645-660 |
|---|---|
| ISSN: |
1466-4445
1352-7266 |
| DOI: | 10.1080/13527266.2018.1471614 |
| published in: | Journal of Marketing Communications |
| Language: | English |
| Subjects: | |
| Collection: | Informa UK Limited (CrossRef) |