PROSES TUMBUH DAN BERKEMBANGNYA KOMUNITAS MEREK SEBAGAI GERAKAN SOSIAL
Using social movement theory, this study identify factors that influence likelihood and speed of acceptance new brand community. With grounded theory approach, data collected by in-depth interview from 16 informants within 2 famous brand communities. These brand communities exhibit three processes...
| Main Author: | |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Fakultas Ekonomi dan Bisnis, Universitas Airlangga
2016-08-01
|
| Series: | Jurnal Ekonomi dan Bisnis Airlangga |
| Subjects: | |
| Online Access: | https://e-journal.unair.ac.id/JEBA/article/view/5776 |