Approaching God: Proxy and Proximity of Brand Heroes to the Brand Community

Eagar, Toni

Cultural advice

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Approaching God: Proxy and Proximity of Brand Heroes to the Brand Community

Date

2010

Authors

Eagar, Toni

Publisher

Association for Consumer Research

Abstract

An ethnographic exploration of a brand community and their hero was conducted to understand the outcomes of greatness through proxy and proximity. Proxy allowed an idealized mythology of the hero to form, which was enhanced by the possibility of proximity. However, proximity can expose the hero's feet of clay.

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http://hdl.handle.net/1885/37521

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Open Access Research

Source

Advances in Consumer Research

Type

Journal article

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Cultural advice

Approaching God: Proxy and Proximity of Brand Heroes to the Brand Community

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