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Approaching God: Proxy and Proximity of Brand Heroes to the Brand Community

Eagar, Toni


An ethnographic exploration of a brand community and their hero was conducted to understand the outcomes of greatness through proxy and proximity. Proxy allowed an idealized mythology of the hero to form, which was enhanced by the possibility of proximity. However, proximity can expose the hero's feet of clay.

CollectionsANU Research Publications
Date published: 2010
Type: Journal article
Source: Advances in Consumer Research


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