[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

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

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