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1
Us Versus Them: Oppositional Brand Loyalty and the Cola Wars
Us Versus Them: Oppositional Brand Loyalty and the Cola Wars
Muniz, A. M., | Association for Consumer Research | 2001 ,
2
American Girl and the Brand Gestalt : Closing the Loop on Sociocultural Branding Research
American Girl and the Brand Gestalt : Closing the Loop on Sociocultural Branding Research
Nina Diamond, | American Marketing Association | 2009 ,
3
How Brand Community Practices Create Value
How Brand Community Practices Create Value
Hope Jensen Schau, | American Marketing Association | 2009 ,
4
Fanning the Flames of Consumer Engagement: Inspiring and Nurturing Communally-embedded Consumer Generated Contect
Fanning the Flames of Consumer Engagement: Inspiring and Nurturing Communally-embedded Consumer Generated Contect
Hope Jensen Schau, | Association for Consumer Research | 2010 ,
5
The Polit-Brand and Blows Against the Empire: The Collectively Approved Brands of the New-New Left
The Polit-Brand and Blows Against the Empire: The Collectively Approved Brands of the New-New Left
Thomas C.O'Guinn, | Association for Consumer Research | 2004 ,
6
I'm an American Girl
I'm an American Girl
Kozinets R,, | Association for Consumer Research | 2004 ,
7
American Girl: The Family Brand
American Girl: The Family Brand
Kozinets, R., | Association for Consumer Research | 2005 ,
8
Brand Communities and Personal Identities: Negotiations in Cyberspace
Brand Communities and Personal Identities: Negotiations in Cyberspace
Hope Jensen Schau, | Association for Consumer Research | 2002 ,
9
Qualitative Research Perspectives in Computer Mediated Environments
Qualitative Research Perspectives in Computer Mediated Environments
Schau, H. J., | Association for Consumer Research | 2001 ,
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