Brand Community Duty: The Role of Duty in Brand Communities
In their exploratory study Muniz & O’Guinn (2001) found three markers of a brand community: a sense of belonging, rituals and tradition and a sense of duty toward the community. Two of the three markers of community have been included in conceptual models on brand communities. However, the third...
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| Language: | en |
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2012
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| Online Access: | http://hdl.handle.net/10214/3593 |