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

Toni Eagar

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

Toni Eagar^*

^*Corresponding author for this work

Research output: Contribution to journal › Article › peer-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 language	English
Pages (from-to)	359-363
Number of pages	5
Journal	Advances in Consumer Research
Volume	38
Publication status	Published - 2010

Cite this

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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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JO - Advances in Consumer Research

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

Abstract

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