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Participation in Small Group Brand Communities



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Ad Lib - When Customers Create the Ad

Participation in Small Group Brand Communities International Journal of Research in Market-
ing, 23/1 (March 2006): 45-61.
36. J.M. Handelman, Corporate Identity and the Societal Constituent Journal of the Academy of
Marketing Science, 34/2 (Spring 2006): 107-114.
37. Berthon, Holbrook, Hulbert, and Pitt, op. cit KL. Keller, Managing Brands for the Long
Run: Brand Reinforcement and Revitalization Strategies California Management Review, Spring 1999): 102-124.
38. AM. Kaikati and JG. Kaikati, Stealth Marketing How to Reach Consumers
Surreptitiously,” California Management Review, 46/4 (Summer 2004): 6-22.
39. R. East, K. Hammond, and M. Wright, The Relative Incidence of Positive and Negative
Word of Mouth A Multi-Category Study International Journal of Research in Marketing, June 2007): 175-184.
40. D. Godes, D. Mayzlin, Y. Chen, S. Das, C. Dellarocas, B. Pfeiffer, B. Libai, S. Sen, M. Shi, and
P. Verlegh, The Firm’s Management of Social Interactions Marketing Letters, December 2005): 415-428.
41. P. Dwyer, Measuring the Value of Electronic Word of Mouth and its Impact in Consumer
Communities,” Journal of Interactive Marketing, 21/2 (Spring 2007): 63-79; D. Mayzlin, Promotional Chat on the Internet Marketing Science, 25/2 (Spring 2006): 155-163; D. Godes and D. Mayzlin, Using Online Conversations to Study Word-of-Mouth Communication,”
Marketing Science, 23/4 (Fall 2004): 545-560; C. Dellarocas, The Digitization of Word of
Mouth: Promise and Challenges of Online Feedback Mechanisms Management Science,
49/10 (October 2003): 1407-1424.
42. C. Chung and P. Darke, The Consumer as Advocate Self-Relevance, Culture, and Word-of-
Mouth,” Marketing Letters, 17/4 (December 2006): 269-279.
43. Chung and Darke, op. cit. HR. Markus and P. Nurius, Possible Selves The Interface Between Motivation and the Self- concept in K. Yardley and T. Honess, eds, Self and Identity (New York, NY John Wiley Sons Ltd, 1986), pp. 157-172.
45. A. Ries and J. Trout, Positioning: The Battle for Your Mind (New York, NY Warner Books,
1982).


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