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Keywords: Magic: the Gathering
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Journal Articles
Journal of Product & Brand Management (2016) 25 (4): 337–344.
Published: 18 July 2016
... that consumer-generated brand extensions (CGBEs) can have on brand image and revenue, and the options that companies have available to deal with them. Design/methodology/approach The paper presents a case study of the collectible strategy card game – Magic: The Gathering – and discusses how the company...
