CHICKEN VERSUS EGGS: DO BRAND COMMUNITY MEMBERS EVOLVE INTO PRODUCT CATEGORY COMMUNITY MEMBERS?
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| Title: | CHICKEN VERSUS EGGS: DO BRAND COMMUNITY MEMBERS EVOLVE INTO PRODUCT CATEGORY COMMUNITY MEMBERS? |
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| Authors: | Drury, Lauren1 lauren.drury.1@slu.edu, Thompson, Scott A.1 |
| Source: | AMA Winter Academic Conference Proceedings. 2021, Vol. 32, p342-345. 4p. |
| Subject Terms: | *Group identity, Brand communities, Internet & society, Consumer behavior, Membership |
| Database: | Education Research Complete |
| ISSN: | 10540806 |
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