A heterogeneous perspective of brand community
Current view on brand community conceptualizes the construct as a collection of highly homogeneous members despite some recent evidence that community members might be heterogeneous. Extant scholars call for more research to establish sources of such heterogeneity. This article shows that members of...
| Main Authors: | , , |
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| Other Authors: | |
| Format: | Conference Paper |
| Published: |
Society for Global Business and Economic Development
2011
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| Subjects: | |
| Online Access: | http://hdl.handle.net/20.500.11937/62148 |
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