Abstract
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.
Recommended Citation
(2015)
"Scholarly Pursuits: It Takes a Community to Raise a Brand,"
Business Exchange: Vol. 1:
Iss.
3, Article 9.
Available at:
https://via.library.depaul.edu/bx/vol1/iss3/9