Brand Hero Mythology: the Stories Generated by a Brand Community about their Brand Hero

Citation

Eagar, T 2008, 'Brand Hero Mythology: the Stories Generated by a Brand Community about their Brand Hero', Australia and New Zealand Marketing Academy Conference 2008, ed. D. Spanjaard, S. Denize, N. Sharma, Australian and New Zealand Marketing Academy (ANZMAC), Sydney, pp. 1-6.

Year

2008

ANU Authors

Field of Research

  • Marketing Communications

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