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.
Original language | English |
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Pages (from-to) | 359-363 |
Number of pages | 5 |
Journal | Advances in Consumer Research |
Volume | 38 |
Publication status | Published - 2010 |