Testing an Axiological Model for Assessing the Value of Real-Life Brands in Virtual Worlds

Jan Mattsson, Stuart Barnes

    Research output: Chapter in Book/Report/Conference proceedingArticle in proceedingsResearch

    Original languageEnglish
    Title of host publicationAmerican Marketing Association Summer Educators' Conference 2009
    Publication date2009
    Publication statusPublished - 2009
    EventAmerican Marketing Association Summer Educators' Conference - Chicago, United States
    Duration: 10 Aug 20097 Oct 2009

    Conference

    ConferenceAmerican Marketing Association Summer Educators' Conference
    CountryUnited States
    CityChicago
    Period10/08/200907/10/2009

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