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| Author: | Muniz Jr., A.M. O'Guinn, T.C. |
| Title: | Brand community |
| Journal: | Journal of Consumer Research
2001 : MAR, VOL. 27:4, p. 412-432 |
| Index terms: | BRANDS CONSUMER BEHAVIOUR SOCIOLOGY |
| Freeterms: | COMMUNITIES |
| Language: | eng |
| Abstract: | This article introduces the idea of brand community. Grounded in both classic and contemporary sociology and consumer behavior, this article uses etnographic and computer mediated environment data to explore the characteristics, processes, and particularities of three brand communities (those centered on Ford Bronco, Macintosh, and Saab). |
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