Facilitating collective engagement through cultural marketing

Hope Jensen Schau, Alexander Schau

Research output: Chapter in Book/Report/Conference proceedingChapter

Original languageEnglish (US)
Title of host publicationMarketing Management
Subtitle of host publicationA Cultural Perspective: Second Edition
PublisherTaylor and Francis Inc.
Number of pages15
ISBN (Electronic)9780203710807
ISBN (Print)9781138561403
StatePublished - Jun 17 2020


  • Behavioral templates
  • Brand communities
  • Brand loyalists
  • Brand meaning
  • Collective consumption
  • Collective engagement
  • Consumer collaboration
  • Consumer engagement
  • Consumer-generated content
  • Cult of the author
  • Fan art
  • Fan fiction
  • Fansites
  • User-generated content

ASJC Scopus subject areas

  • Economics, Econometrics and Finance(all)
  • Business, Management and Accounting(all)

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