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Keywords: Game-theory
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Journal Articles
European Journal of Management and Business Economics (2024) 33 (4): 394–410.
Published: 01 March 2024
...Alshaimaa Bahgat Alanadoly; Suha Fouad Salem Purpose The aim of this study was to investigate the role of immersive gaming on brand coolness and brand equity, with particular emphasis on fashion gaming collaborations. We used game theory as a theoretical framework to analyse immersive branding...
