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Brand communities in a world of knowledge-based products and common property Brands have become an integral part of our culture. Consumers rely upon brand names as proxy for information about the products they purchase. They consider their own brand usage, not only in terms of product value, but also as a statement about themselves, their values, and their(More)
of this journal may be reproduced or used in any form or by any means without written permission from the publisher, except for noncommercial, educational use including classroom teaching purposes. Product or company names used in this journal are for identification purposes only. Inclusion of the names of the products or companies does not indicate a claim(More)
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