How brand community practices create value

Journal of Marketing

Volumn 73, Issue 5, 2009, Pages 30-51

  Schau, Hope Jensen ^a   Muñiz Jr , Albert M ^b   Arnould, Eric J ^c  

^a UNIVERSITY OF ARIZONA   (United States)

^b DEPAUL UNIVERSITY   (United States)

^c UNIVERSITY OF WYOMING   (United States)

Author keywords

Brand community; Branding; Collective consumption; Engagement strategies; Marketing strategy; Practice theory

Indexed keywords

EID: 70349496065     PISSN: 00222429     EISSN: None     Source Type: Journal    
DOI: 10.1509/jmkg.73.5.30     Document Type: Article

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