Browsing OSU Dissertations by Author "Dacin, Peter"
Now showing items 1-1 of 1
-
Brand-based community: The role of identification in developing a sense of community among brand users
Carlson, Bradley Dean (2005-05)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. ...