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

Toni Eagar, Australian National University, Australia
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.
[ to cite ]:
Toni Eagar (2011) ,"Approaching God: Proxy and Proximity of Brand Heroes to the Brand Community ", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.