Creating brand communities: a phenomenological study on media and the psychology of brand magic
Understanding the complexities of the consumer-brand relationship is an ongoing area of study in multiple fields. Stemming from the notion that brands convey cultural meaning, brand community studies focus specifically on the process of meaning creation. The traditional focus of brand community research has been on social interaction. However, newer research points to the psychological formation of brand communities in the absence of social interaction. The psychological sense of brand community (PSBC) model was created to account for this newer area of research. Mental models are the cognitive ...
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Goodwin, Jill Suzanne
Luft, Gregory N.
born digital; masters theses
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Brands of Nation-making in China: A Visual History of the Use of Western and Domestic Brands in Asserting Chinese Nationalism Author(s):Dong, Lily; Tian, KellyDate:2009-10-01International business press reporting on China’s economic development often sensationalize the transformation of China’s citizenry from comrades to consumers of Western brands. In 2003 the Communist Party’s Third Plenum ...