Approaching god: Proxy and proximity of brand heroes to the brand community

Toni Eagar*

*Corresponding author for this work

    Research output: Contribution to journalArticlepeer-review

    1 Citation (Scopus)

    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 languageEnglish
    Pages (from-to)359-363
    Number of pages5
    JournalAdvances in Consumer Research
    Volume38
    Publication statusPublished - 2010

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