Back to matchesWe found a matchYour institution may have access to this item. Find your institution then sign in to continue.TitleNext-Level Branding: Digital Brand Fit in Video-Game Design.AuthorsWuts, Jasper; Person, Oscar; Jan Hultink, Erik; Brands, MaartenAbstractDid you know there are more than 50 video games under the Star Wars brand? Here's a primer on brand extensions in the video gaming industry.SubjectsCASE studies; BRAND extension; VIDEO game design; VIDEO game industry; STAR Wars films; LUCASARTS (Company)PublicationDesign Management Review, 2012, Vol 23, Issue 1, p74ISSN1557-0614Publication typeArticleDOI10.1111/j.1948-7169.2012.00173.x