DePaul Marketing Professor Al Muniz's research on brand communities--people who, united by their loyalty to a particular brand, feel a responsibility to share brand narratives and offer support and solutions associated with the brand--has changed the marketing discipline. He is currently researching the LEGO brand community.
"Scholarly Pursuits: It Takes a Community to Raise a Brand,"
3, Article 9.
Available at: http://via.library.depaul.edu/bx/vol1/iss3/9