[Air-l] Re:Company vs. community

Dorine Andrews dca4 at georgetown.edu
Wed Dec 19 13:56:55 PST 2001


Might want to read something on brand communities (organic non-commercial
communities organized out of an interest in a particular product but having
no association with the product manufacturer or dealer). It appears that the
concept of "mutual benefit" and online extensions of offline social networks
apply.

Muniz, Jr. Albert & O'Guinn, Thomas. (March, 2001)  "Brand Community."
Journal of consumer Research Vol.27.
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Dorine Andrews, DCD
Research Professor
Communication, Culture & Technology Program
Georgetown University
www.georgetown.edu/faculty/dca4
email: dca4 at georgetown.edu or (202) 784-4338
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