Collective Moral Identity Projects: Authentic Brand Users Anti-Counterfeit Framework

This research explores how authentic brand users construct moral identity around the cause of “anti-counterfeits”. Netnographic analysis of an online community reveals that collective moral identity is central to boundary maintenance and social norm negotiation within the community.



Citation:

Anna Jansson Vredeveld, William T. Ross Jr., and Robin A. Coulter (2013) ,"Collective Moral Identity Projects: Authentic Brand Users Anti-Counterfeit Framework", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research, Pages: .

Authors

Anna Jansson Vredeveld, University of Connecticut, USA
William T. Ross Jr., University of Connecticut, USA
Robin A. Coulter, University of Connecticut, USA



Volume

NA - Advances in Consumer Research Volume 41 | 2013



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