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Building Global Brand Communities: Consumer Practices and Creolization

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Traditional brand management perspectives are changing rapidly as evidence grows that consumers build stronger brand connections when they are able to infuse their own meanings and uses into the brands they encounter O'Guinn and Muniz This is a preview of subscription content, log in via an institution to check access. Institutional subscriptions. Unable to display preview. Download preview PDF. Ahuvia, A. Batra and R. MacInnis, C. Park and J. Google Scholar. Alden, Dana L. Steenkamp and R. Article Google Scholar. Allen, Douglas. Arnould, Eric and Jakki Mohr. Bijmolt, Tammo H. Burawoy, Michael. Cayla, Julien and Giana M. Cohen, Robin. Cowen, Tyler. Creative Destruction. New Jersey, Princeton University Press. Diamond, Nina, Sherry John F. Ger, Guliz and Russell W. Holt, Douglas B. Hung Kineta H. Kates, Steven M. Russell Belk. Cheltenham, UK: Edward Elgar. Muniz, Albert M. MacInnis, D. Walker and Amy L. Tesser, Abraham. Vargo, Stephen L. Maglio and Melissa Archpru Akaka. Verhoef, Peter C. Reinartz and Manfred Krafft. Wu, Doreen. Zou, Shaoming and S. Tamer Cavusgil. Download references. You can also search for this author in PubMed Google Scholar. Reprints and permissions. Alden, D. In: Campbell, C. Marketing Orientationsin a Dynamic Business World. Springer, Cham. Publisher Name : Springer, Cham. Print ISBN : Online ISBN : Anyone you share the following link with will be able to read this content:. Sorry, a shareable link is not currently available for this article. Provided by the Springer Nature SharedIt content-sharing initiative. Policies and ethics. Skip to main content. Abstract Traditional brand management perspectives are changing rapidly as evidence grows that consumers build stronger brand connections when they are able to infuse their own meanings and uses into the brands they encounter O'Guinn and Muniz Access this chapter Log in via an institution. Chapter EUR Softcover Book EUR Hardcover Book EUR Tax calculation will be finalised at checkout Purchases are for personal use only. Preview Unable to display preview. References Ahuvia, A. Google Scholar Alden, Dana L. Article Google Scholar Allen, Douglas. Article Google Scholar Burawoy, Michael. Article Google Scholar Cohen, Robin. Article Google Scholar Cowen, Tyler. Google Scholar Muniz, Albert M. Article Google Scholar Tesser, Abraham. Google Scholar Vargo, Stephen L. Article Google Scholar Wu, Doreen. Article Google Scholar Download references. Alden View author publications. View author publications. Rights and permissions Reprints and permissions. About this paper Cite this paper Alden, D. Copy to clipboard. Publish with us Policies and ethics. Search Search by keyword or author Search. Navigation Find a journal Publish with us Track your research.

Buying coke online in Kineta