Chapter 8: Reflections on brand communities academic research
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The term brand community was introduced in the marketing academic literature 20 years ago and, since then, the engagement of researchers with the topic has been increasing. This work aims to give an overview of brand community research development and trends over time. Given this research output, this chapter presents 12 specific brand community research characteristics organized in three categories ("definitional", "context" and "method and focus"). As a result, interesting avenues of research emerge for each characteristic.

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