Parmentier, Marie-Agnès; Fischer, Eileen - In: Journal of Consumer Research 41 (2015) 5, pp. 1228-1228
Much prior work illuminates how fans of a brand can contribute to the value enjoyed by other members of its audience, but little is known about any processes by which fans contribute to the dissipation of that audience. Using longitudinal data on America’s Next Top Model, a serial brand, and...