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Brand-based community: The role of identification in developing a sense of community among brand users.


Description

Scope and method of study. Previous research on brand community (i.e. McAlexander, Schouten, and Koenig 2002; Muniz and O'Guinn 2001) has established a rich qualitative foundation for understanding brand-based communities. The current research offers conceptual and empirical triangulation of sorts to existing research by specifying and operationalizing relevant constructs for quantitative analysis.