Brand Meaning and Virtual Brand Community Amongst Teenagers: A Study of the IPod Brand
Wiedemann, Katharina (2006) Brand Meaning and Virtual Brand Community Amongst Teenagers: A Study of the IPod Brand. [Dissertation (University of Nottingham only)] (Unpublished)
Research on symbolic brand meaning and brand community has so far been limited to the adult population. No research has been conducted concerning the existence or characteristics of brand community amongst the adolescent population. Moreover, very little is known about virtual communities, and research on virtual brand communities of adolescents remains nonexistent to this day. Given the positive implications of brand meaning and brand community to the marketer, and the increasing economic importance of teenagers, these are significant gaps in literature.
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