Comunidades de marca. El consumo como relación social Comunidades de marca. El consumo como relación social
This paper presents a review of the current discussion on «brand communities», i.e., specialized, non geographically bound communities, based on a structured set of social relationships among admirers of a brand. It also explores some consequences of this explicitly commercial social solidarity, suc...
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| Format: | Article |
| Language: | English |
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Universidad Complutense
2005-09-01
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| Series: | Política y Sociedad |
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| Online Access: | http://revistas.ucm.es/index.php/POSO/article/view/24202 |