Skip navigation
Skip navigation

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

Eagar, Toni

Description

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.

dc.contributor.authorEagar, Toni
dc.date.accessioned2015-12-08T22:44:43Z
dc.date.available2015-12-08T22:44:43Z
dc.identifier.issn0098-9258
dc.identifier.urihttp://hdl.handle.net/1885/37521
dc.description.abstractAn 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.
dc.publisherAssociation for Consumer Research
dc.sourceAdvances in Consumer Research
dc.titleApproaching God: Proxy and Proximity of Brand Heroes to the Brand Community
dc.typeJournal article
local.description.notesImported from ARIES
local.identifier.citationvolume38
dc.date.issued2010
local.identifier.absfor150501 - Consumer-Oriented Product or Service Development
local.identifier.ariespublicationu4024396xPUB150
local.type.statusPublished Version
local.contributor.affiliationEagar, Toni, College of Business and Economics, ANU
local.identifier.absseo910403 - Marketing
dc.date.updated2015-12-08T10:47:02Z
local.identifier.scopusID2-s2.0-84875286007
CollectionsANU Research Publications

Download

There are no files associated with this item.
Show simple item record


Items in Open Research are protected by copyright, with all rights reserved, unless otherwise indicated.

Updated:  17 November 2022/ Responsible Officer:  University Librarian/ Page Contact:  Library Systems & Web Coordinator