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Keywords: Brand publics
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Journal Articles
Brand communities, fans or publics? How social media interests and brand management practices define the rules of engagement
Available to Purchase
Journal:
European Journal of Marketing
European Journal of Marketing (2021) 55 (12): 3129–3161.
Published: 20 September 2021
... identity; mostly associated with apparel, media and tech products Brand publics “… Brand publics… differ from brand communities in three important ways. First, brand publics are social formations that are not based on interaction but on a continuous focus of interest and mediation. Second...
