TL;DRAbstract
The term brand community consists of the two constitutive components: brand and community. Before providing an overview of the current research and definitions of the brand-community phenomenon, the two base terms— community and brand/branding—are described.
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The term brand community consists of the two constitutive components: brand and community. Before providing an overview of the current research and definitions of the brand-community phenomenon, the two base terms— community and brand/branding—are described.
Keywords
PhenomenonBrand communitySociologyTerm (time)AdvertisingBrand equityEpistemologyBusiness
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