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Investigating Perceived Connectedness to Brand Users: Brand Communities Versus Brand Collectivities
Investigating Perceived Connectedness to Brand Users Brand Communities Versus Brand Collectivities
Author: William Martin
This study provides insight into an important aspect of brand-oriented groups: perceived connectedness to brand users (PCBU). Based on theory and prior research, a new type of brand-oriented group, the brand collectivity, is introduced in this monograph. Brand collectivities consist of individuals who feel a connection with the cons...  more »
ISBN-13: 9783639176209
ISBN-10: 3639176200
Publication Date: 7/3/2009
Pages: 204
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Publisher: VDM Verlag
Book Type: Paperback
Members Wishing: 0
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