Anti-brand communities, negotiation of brand meaning, and the learning process: The case of Wal-Mart

Consumption Markets and Culture

Volumn 13, Issue 3, 2010, Pages 325-345

  Hollenbeck, Candice R ^a   Zinkhan, George M ^b  

^a UNIVERSITY OF GEORGIA   (United States)

^b The Coca Cola Company   (United States)

Author keywords

Anti brand community; Brand meaning; Learning; Social movement

Indexed keywords

EID: 79960125076     PISSN: 10253866     EISSN: 1477223X     Source Type: Journal    
DOI: 10.1080/10253861003787056     Document Type: Article

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