... representations theory adopts a broader perspective by linking individual psychology with collective social processes (Augoustinos et al., 2014). Integrating these theories provides a holistic understanding of how brand schemas are transformed in online brand communities. This synthesis addresses...

...Vitor Moura Lima; Luís Alexandre Pessôa Purpose Based on Landowski’s sociosemiotics theory, this paper aims to propose an alternative outlining of online brand communities’ social dynamics, not for their collective behaviors but for their discursive interactions. Design/methodology/approach...