This book focuses on building and maintaining brand community in the emerging, dynamic space of social media. A theoretical model encompassing brand characteris

The highly acclaimed manual for changing everyday habits-now in an all-newthird edition! We are consuming resources and polluting our environment at a rate that

To survive in today’s competitive and globalized business environment, marketing professionals must look to develop innovative methods of reaching their custo

This book presents and analyzes the concept of online brand communities, an emerging and exciting topic in marketing and eCommerce. First, it lays out the found

Every company wants their business to have a strong, loyal following, but achieving this feat can be a challenge. Examining the growth of fandom popularity in m