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Brand rivalry and community conflict

✍ Scribed by Michael T. Ewing; Peter E. Wagstaff; Irene H. Powell

Book ID
118474289
Publisher
Elsevier Science
Year
2013
Tongue
English
Weight
981 KB
Volume
66
Category
Article
ISSN
0148-2963

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Groups of users and admirers of a brand who engage jointly in group actions to accomplish collective goals and/or to express mutual sentiments and commitments are known as brand communities. Lately, brand communities have been a heavily researched topic in marketing science. While the positive conse