Working Papers

The Seven Deadly Sins of Brand Community “Management”

Susan Fournier and Lara Lee

Mar 1, 2008

Leverages cross-disciplinary thinking from sociology, anthropology, psychology, and culture studies to illuminate the brand community concept. In particular, focuses on research and practice presented at the conference, “Engaging Communities for the Company and the Brand,” cosponsored by MSI and Boston University in December 2007.

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