Just Too Cool: Managing the Expectations of a Brand Community

This paper deals with managing the expectations and experiences of a brand community formed around a rapidly expanding craft enterprise. Using ethnographic and nethnographic data, we present some of the potentially negative effects a brand community can have on the brand they profess to love.



Citation:

Máire O Sullivan and Brendan Richardson (2012) ,"Just Too Cool: Managing the Expectations of a Brand Community", in AP - Asia-Pacific Advances in Consumer Research Volume 10, eds. , , and , Duluth, MN : Association for Consumer Research, Pages: 336-339.

Authors

Máire O Sullivan, University College Cork, Ireland
Brendan Richardson, University College Cork, Ireland



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 10 | 2012



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