Approaching God: Proxy and Proximity of Brand Heroes to the Brand Community
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.
Collections | ANU Research Publications |
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Date published: | 2010 |
Type: | Journal article |
URI: | http://hdl.handle.net/1885/37521 |
Source: | Advances in Consumer Research |
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